I grew up in a house filled with brothers and it’s no secret that their rooms… and more importantly… their bodies didn’t always smell shower fresh. Obviously, this is not a problem exclusive to my brothers because now Disney is coming out with a way for boys to smell their best.
So much for the rancid scents of sweat, mud and grass. Disney is rolling out “Pirates of the Caribbean” and “Buzz Lightyear” fragrances targeting boys ages 4 to 11 in Latin communities.
According to Disney, the products will sell for about $10 to $20 and will be in stores by September–just in time for the holiday season. (Can you say stocking stuffers?) You can look for them at Wal-Mart, Kmart, Target, Duane Reade, Fred Meyer and Longs Drugs stores in areas with large Hispanic populations.
Regarding their strategy to go after the Hispanic population in the United States, Disney reps had this to say:
”The market is driven by gift-giving, so we will target moms and grandmothers—the primary gift-givers.”
And what mom doesn’t want her son smelling fresh and clean, right?
Another reason Disney is likely targeting the Latin community is that baby colognes are part of European and Hispanic cultural grooming habits. Also, studies show that sales of children’s cologne and gift sets to Hispanic consumers is up nearly 8% over last year. Disney tested a boys “Cars” fragrance line in 2006 and results were positive so the company pressed on. Disney execs also add that they saw the success of Axe Body Spray, which targets 18-to-24-year-old males, but studies show that boys ages 8 to 12 are buying it like it’s going out of style.
Would you buy the Disney fragrances for your young son, nephew, or cousin? My brother’s son can’t stand to take a bath so I’m not sure how well the new fragrances would go over with him (although I could see some crafty boys dousing themselves with the fragrance to make it appear as though they did bathe).
Michele blogs full time in Travel and Pop Culture. You can read her blogs here.
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