sorbet
26.07.04, 12:25
wwd.com, repost z basenotes.net
Zdjęcie:
www.wwd.com/images/articles/072604_6.jpg
Burlingham Truly Joins Fragrance Arena
NEW YORK — Artist Stephen Burlingham is truly excited about his latest
creation.
Burlingham, a great-great-grandson of Tiffany & Co. founder Charles Tiffany
who has designed for Cartier and Tiffany & Co., is turning his attention to
something completely different: a fragrance called Truly. And although Truly
marks Burlingham’s entry into the fragrance business, the company producing
it has big expectations, projecting retail sales of $2 million in the launch
period.
Truly marks another first: It will be the first scent launched by
LuxeFragrances LLC, a privately held firm formed in January 2003 of which
Burlingham is creative director and chief executive officer. Spencer Kanis,
who formerly was chief financial officer for Intercosmetics, the Wella arm
that is now Cosmopolitan Cosmetics (U.S.), is president of retail operations
for LuxeFragrances.
Burlingham says he decided to delve into the olfactory medium “because it is
invisible to the eye, yet powerfully present in our lives — affecting our
moods and shaping our self-expression and how we feel about ourselves.” He
worked closely with Robertet’s Michel Almairac and Patrick de Givenchy to
create Truly, resulting in a floral chypre juice that has top notes of
hyacinth and citrus petals; middle notes of jasmine, peony and orris, and
bottom notes of oak moss, musk, orris and patchouli.
Stockkeeping units will include a 15-ml. parfum extract for $250; a 15-ml.
eau de parfum spray for $175, and a body cream that has not yet been priced.
Burlingham designed the bottle, which is being manufactured by Pochet.
And Burlingham is not planning to stop with one fragrance. Following Truly
will be Madly and Deeply, still in development and slated to be released in
2005 and 2006, respectively.
Kanis is using his considerable experience in the fragrance business to lead
a grassroots approach to the scent’s marketing. According to Kanis, trend-
setting socialites will host parties for those in their social circles
beginning at the end of August in an attempt to create buzz and aid sales. At
these parties, Burlingham will formally introduce and sell his product to the
people he feels will be most instrumental in the overall success of the
brand.
And though the market may be saturated by heavily advertised luxury fragrance
brands, Kanis believes there is room — and demand — for an alternative. “The
consumer is looking for a unique brand, something that she feels is made just
for her,” he said. “She doesn’t want to walk into a room today and have three
or four other women wearing her fragrance.”
Burlingham and Kanis are still working on distribution, but it is expected
that the scent will enter a tightly edited lineup of high-end specialty store
doors in the fall. And the brand is taking a different approach than most
fragrance hawkers: Informational pieces and blotters promoting Truly will be
distributed in-store, but samples will not.
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Wreszcie jakiś zapach z orrisem (mieszanką korzeni 3 gatunków irysa). Ale ta
cena :-)
