a t k i n s o n s c l a s s i c s. as a young man james collected the secret recipes of his...

A T K I N S O N S C L A S S I C S

As a young man James collected the secret recipes of his creations in a book…

Brief history

To talk about ATKINSONS CLASSICS you need to go back in time…

...To the beginning of the 1800s, when James Atkinsons became one of the most famous perfumers to the London aristocracy and was given the title of official perfumer to the royals...

A T K I N S O N S C L A S S I C S

This famous recipe book…

In 1840 numbered more than 285 recipes…

Two of these were particularly esteemed…

Brief history

A T K I N S O N S C L A S S I C S

Nowadays English Lavender and Gold Medal are recognized as the second to none lavender oil and cologne

The famous ENGLISH LAVANDER: based on the finest lavender from the Grasse distillery “six times more potent that the highest quality lavender”

An eau de cologne awarded the gold medal from which it takes its name, in 1878 at the Paris World’s Fair

Brief history

A T K I N S O N S C L A S S I C S

Segreti Mediterranei

7%

Others2% Classics

19%

Fine Perfumed Soaps30%

I Coloniali42%

Source: Italian internal accounting - net sales 06-07

Division of the brands

The classics represent an important part of the business portfolio

A T K I N S O N S C L A S S I C S

If fashions go up in flames, appearances deceive and styles intermingle, it’s time

to live like the English.

Today more than ever the classical and unmistakable style Atkinsons has learnt

to nurture over time is back in fashion for those on the quest of elegance and

sophistication.

A T K I N S O N S C L A S S I C S

Concept

ENGLISH ESSENCE

The classic English nature of Atkinsons is eternally modern

A T K I N S O N S C L A S S I C S

Introduction

Target Group Age: over 45Gender: Men’s/Women’s (Core target: Men)Socio-demographic class: middleConsumer target: Consumers who do not follow fashion but look for high-quality, reliable products with a long tradition and an unmistakable style

Market

Fragrances (eau de cologne), toiletries

A T K I N S O N S C L A S S I C S

Other7%Male Grooming

17%

Fragrances37%

Bath&Shower10%

Body Care11%

Deo18%

Division of shares

A T K I N S O N S C L A S S I C S

Source: Italian internal accounting - net sales 06-07

BRAND ANALYSIS

A T K I N S O N S C L A S S I C S

Freshness, a vital requirement of everyday toilette, is always reflected in the

character of English Lavender. Highly valued since the XIX century,

English Lavender has learnt how to retain its charm over time.

Its bouquet is still very modern: fresh, bold and natural.

Its secret is locked away in its original English recipe still an inspiration today

and in the precise choice of its lavender.

The base offers the preciousness of lavender essence and warm exotic woods.

Its naturally vibrant and fresh top notes are characterized by a high content of lavender essence, rounded off by the soft touch of rosewood.

Lavender and geranium provide its middle notes with the typical robust, bold and forceful middle “English lavender” notes.

ESSENCE OF LAVENDER

ROSEWOOD

LAVENDER ESSENCE

TOP

GERANIUM

MIDDLE

ESSENCE OF LAVENDER

EXOTIC WOODS

BASE

Its cap harks back to noble materials such as bronze and gold

A security seal to guarantee and maintain freshness

Historical bottle shape, unchanged for over 150 yearsPersonalized mould

Medallion label

From the packaging angle, the key and most typical element is its elegant and precise square bottle, chiming well with Atkinsons’s core values

In 1878, on occasion of the Paris World’s Fair, the eau de cologne, with its

extraordinarily well-balanced recipe, was presented with the most sought-after

award: the gold medal.

From then on, it went down in history with the name Gold Medal.

Today Gold Medal reproduces the original recipe created at the end of the XVII

century. This fresh extract of citrus fruits boasts one of the highest percentages of

natural components (80% over 25-30% for other prestigious perfumes).

A classic cologne that has kept its natural and sought-after freshness intact over the years

Its top notes are an explosion of citrus fruits: Calabrian bergamot, Sicilian lemon, sweet orange

Lush and lively, it fuses with the virile character of rosemary mixed with the blooming notes of Moroccan Rose and Sicilian neroli

Petitgrain Bigarade, precious luminosity that envelops the citrus fruit and flower notes

SICILIAN LEMON

MOROCCAN ROSE

TOP

ROSEMARY

MIDDLE

PETITGRAIN BIGARADE BASE

SWEET ORANGE

SICILIAN NEROLI

CALABRIAN BERGAMOT

PORTFOLIO ANALYSIS

A T K I N S O N S C L A S S I C S

22 DISTINGUISHING TRAITS

Gold Medal9

English Lavender13

A T K I N S O N S C L A S S I C S

THE INITIAL HIGH-QUALITY DISTINGUISHING TRAITS

A T K I N S O N S C L A S S I C S