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Live From New York: Shopping for Necessity, Not Luxury

By: Nancy Jeffries
Posted: February 4, 2009, from the February 2009 issue of GCI Magazine.

Celebrating the launch of Coty's latest Nautica fragrance, Ocean. From left, Bernd Beetz, CEO, Coty; Karen Murray, president, Nautica; Andy Sharpless, CEO, Oceana; and Steve Mormoris, senior vice president, global marketing, Coty.

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Oceans’ packaging includes a faceted glass bottle with an embossed glass porthole, a silver cap replica of a sailboat cleat, environmental support for the materials from the Sustainable Forestry Initiative, carbon neutral certification and an outer carton produced by a wind-powered facility.

“Nautica Oceans is a breakthrough project from Coty that has pushed the boundaries with a new ecological fragrance for men,” Beetz said. “Its packaging is great, its name is great and the product is great, as it fits in the zeitgeist of sustainability.” Murray then announced the project’s support of and collaboration with Oceana, an organization dedicated to restoring and protecting the world’s oceans. Founded in 2001, the organization works with marine biologists and other ocean scientists to return oceans to abundant health on a global scale.

In keeping with the theme of the launch, “The Waves of Change,” the innovative water-based fragrance represented a departure from traditional alcohol-based fragrances. The formula is biodegradable, contains a lower percentage of volatile organic compounds and was developed under an exclusive agreement between Mane USA and Coty Beauty.

Frederic Jacques, vice president of technology, fine fragrances, Mane, spoke about the eight-year development of the company’s patent-pending microemulsion technology, which overcomes insolubility, mixing essential oils with water. The technology is 100% biodegradable, environmentally sound and delivers a fragrance as long-lasting as alcohol-based fragrances. “Because it is water-based, it is less irritating to the skin and delivers olfactive innovation with a unique extraction technology,” he said.

The Water Pure Eau de Toilette Spray, Soothing After Shave Balm and Alcohol-Free Deodorant Stick will launch, along with the original fragrance, in March 2009.