Ghost Myst by Coty c1995

Ghost Myst by Coty: launched in 1995. "You can't see it but it's there. The first fragrance to celebrate a woman's inner beauty, as well as her outer beauty. Ghost Myst by Coty is the fragrance you'll want to wear because it affirms and validates your inner self. The sheer beauty of light, airy scent; veiled in gossamer."

The idea of celebrating both inner and outer beauty is quite empowering. The description paints a picture of a delicate and ethereal scent, evoking feelings of lightness and grace. It's intriguing how the concept of invisibility ties into the essence of the perfume, emphasizing the subtle yet undeniable presence of inner beauty.

Coty spent $6 million in autumn of 1995 to launch the fragrance utilizing TV and magazine advertisements. Unlike other brands, Coty avoided the theme of sex in its Ghost Myst launch , using a series of ads meant to evoke spiritual growth rather than sex appeal.

Coty's approach to the launch of Ghost Myst seems quite unique and innovative. By choosing to steer away from the typical themes of sex appeal often seen in fragrance advertisements, they focused instead on a message of spiritual growth. This decision likely aimed to resonate with a broader audience, emphasizing qualities such as inner beauty and personal empowerment rather than just physical attraction. It's interesting how they invested significantly in television and magazine ads to convey this message, demonstrating a commitment to promoting a fragrance that celebrates more than just outward appearance.

Fragrance Composition:

So what does it smell like? It is classified as a light, airy, fresh wet floral fragrance for women. It was the first mass market sheer transparent floral to be introduced. It begins with top notes of bergamot, mandarin, cyclamen, watery notes of osmanthus headspace, fresh berry and peach. The middle notes are sheer wet florals including freesia, muguet, jasmine, magnolia and violet. The bottom notes are clear cedarwood, amber, sandalwood and musks.

• Top notes: bergamot, watery notes, osmanthus, red berries, mandarin, peach, cyclamen
• Middle notes: freesia, lily of the valley, violet, jasmine, magnolia
• Base notes: cedar, amber, sandalwood and musks

Ghost Myst by Coty is a beautifully crafted fragrance with a delicate and refreshing composition. The blend of top notes, including bergamot, mandarin, and watery notes, sets a light and airy tone, reminiscent of a fresh breeze. The addition of osmanthus, red berries, peach, and cyclamen adds a hint of sweetness and fruitiness, enhancing the overall allure.

Moving into the heart of the fragrance, the sheer wet florals come alive with freesia, lily of the valley, jasmine, magnolia, and violet. These floral notes contribute to the fragrance's feminine and elegant character, evoking images of blooming flowers after a gentle rain shower.

Finally, the base notes of cedarwood, amber, sandalwood, and musks provide a solid foundation, adding depth and warmth to the scent. This combination of woody and musky undertones creates a subtle lingering effect, leaving a lasting impression.

Overall, Ghost Myst is a sophisticated and versatile fragrance, perfect for everyday wear or special occasions, that celebrates the beauty of femininity with its transparent floral composition.

Marketing to the Mind, 1996:

"Coty will launch Ghost Myst (1995), which is designed to appeal to women who want to make a personal statement and to those who are interested in inner, spiritual beauty."

The marketing strategy for Ghost Myst by Coty, as described in "Marketing to the Mind" in 1996, seems to align perfectly with the fragrance's unique positioning. By emphasizing the appeal to women seeking to make a personal statement and those interested in inner, spiritual beauty, Coty effectively targets a specific demographic.

This approach suggests that Ghost Myst is not just a fragrance but a means of self-expression and a reflection of one's inner self. By tapping into the desire for personal empowerment and spiritual growth, Coty positions Ghost Myst as more than just a product—it becomes a symbol of individuality and inner beauty.

This strategy likely resonates with consumers who are looking for fragrances that go beyond mere aesthetics and instead reflect their values and aspirations. It's a thoughtful and strategic way of connecting with consumers on a deeper level, fostering a sense of loyalty and emotional attachment to the brand and its products.

 

Thinking for a Living, 2001:

"For Coty Perfumes we came up with the idea of Ghost Myst, the first perfume created to express a women's inner, rather than outer, beauty. It started a new-age fragrance movement and became a best-selling perfume in its first year, winning this country's most prestigious fragrance award - the FiFi."

"Thinking for a Living" in 2001 echoes the innovative approach of Coty Perfumes with the launch of Ghost Myst. By pioneering the concept of a fragrance designed to express a woman's inner beauty rather than focusing solely on outward appearance, Coty tapped into a growing cultural shift towards valuing authenticity and individuality.

The success of Ghost Myst in its first year, becoming a best-selling perfume and winning the prestigious FiFi award, underscores the resonance of this approach with consumers. It not only reflects the effectiveness of Coty's marketing strategy but also indicates a significant shift in consumer preferences towards fragrances that offer more than just a pleasant scent—they offer a means of self-expression and empowerment. 

The FiFi Awards, also known as the Fragrance Foundation Awards, are prestigious accolades in the fragrance industry. They are akin to the Oscars of the fragrance world. Organized by The Fragrance Foundation, an independent, not-for-profit organization, these awards celebrate excellence in fragrance creation and marketing.

The FiFi Awards recognize various categories, including best fragrance, best packaging, and best advertising campaign, among others. Winning a FiFi Award is considered a significant honor within the fragrance industry, signifying excellence and innovation in fragrance creation and promotion.

Receiving a FiFi Award can boost a fragrance's reputation and sales, as it highlights the quality and appeal of the scent to both industry professionals and consumers. Therefore, winning this award, as mentioned in the excerpt about Ghost Myst, would have been a notable achievement for Coty Perfumes and a testament to the fragrance's success and recognition within the industry.

By initiating a "new-age fragrance movement," Coty Perfumes demonstrated their ability to anticipate and adapt to evolving consumer trends, setting a benchmark for innovation and authenticity in the fragrance industry.

Bottle:

The attention to detail in the presentation of Ghost Myst is exquisite. Wrapping the bottle in ethereal blue tulle netting not only enhances the visual appeal but also evokes the gossamer lightness and delicate nature of the fragrance itself. It's a thoughtful touch that adds to the overall experience of using the perfume.

Additionally, offering Ghost Myst in a range of product options allows consumers to choose the format that best suits their preferences and lifestyle. From the convenient 0.5 oz Perfume Mist for on-the-go application to the larger 3.7 oz Body Powder for a more indulgent experience, Coty Perfumes ensured that there was a Ghost Myst product for every occasion and preference. This variety likely contributed to the fragrance's popularity and accessibility among consumers.

Ghost Myst was available in the following products:

• 0.5 oz Perfume Mist
• 0.5 oz Cologne Spray
• 1 oz Cologne Spray
• 1.7 oz Cologne Spray
• 3.7 oz Body Powder

Fate of the Fragrance:

It's not uncommon for fragrances to be discontinued, even ones as popular and well-received as Ghost Myst by Coty. Changes in consumer preferences, shifts in market trends, and evolving brand strategies can all contribute to the discontinuation of a fragrance.

While it's unfortunate that Ghost Myst was discontinued around 2003, its impact and legacy within the fragrance industry likely endure. Its innovative approach to celebrating inner beauty and its success in winning prestigious awards such as the FiFi Award attest to its significance during its time on the market.

Despite its discontinuation, Ghost Myst may still hold a special place in the hearts of those who cherished its unique scent and ethereal presentation. It serves as a reminder of Coty's commitment to creativity and innovation in fragrance design, leaving behind a legacy that continues to inspire.