Clinique targets men with Happy male fragrance

Cosmetics company Clinique is looking to grab a bigger slice of the male grooming market with the launch of the Happy for Men brand, a male version of its bestselling female fragrance, Happy.

Cosmetics company Clinique is looking to grab a bigger slice of the

male grooming market with the launch of the Happy for Men brand, a male

version of its bestselling female fragrance, Happy.



The October launch represents Clinique’s first ’master brand’ - a brand

designed to appeal to both sexes.



It intends to capitalise on the success of Happy, which has become one

of the top ten fragrances sold in department stores, just two years

after it was launched.



Clinique, which is owned by Estee Lauder, is one of three key partners,

along with Gillette and Aramis, supporting the launch of Boots’ new male

stores.



It is also one of the few cosmetics brands to offer a male skincare

range, Skin Supplies for Men.



It will support the new citrus-scented fragrance from November with a

television and print campaign portraying a ’kitschy Americana’.



The television campaign, which uses Jimmy Durante’s song Make Someone

Happy, will mark only the second time Clinique has advertised on

television in the UK.



The ads, created in-house in New York, are likely to run initially in

one TV region. Media buying is through CDP.



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