BERLIN — Coty Prestige has gone back to the roots of its flourishing Jil Sander fragrance franchise with Scent 79 Man and Scent 79 Woman, a new take on the German designer's first men's and women's perfumes launched in 1979.
It's the rebirth of a legend, Coty executives said of the men's and women's scents, which are each 125 ml. and priced at 129 euros, or $189.25 at current exchange. Distribution of the scents includes only 130 to 150 selected perfumery doors in Germany as well as Jil Sander fashion boutiques.
"Our goal is to go from the original to an original — or back to the future," said Nicole Nitschke, marketing director of Coty Prestige Germany.
The Scent 79 scents are similar to their 1979 forebearers but feature new facets and nuances, Nitschke said. The women's chypre amber floral has a sunny, fresh top note of cranberries and peach leaves, with a heart of May roses and jasmine and base notes of white leather and musk. The woody men's scent has a head of angelica root, clary sage and incense; a floral heart of jasmine, violet wood and iris, and a black leather, sandalwood and vetiver base.
The original scents' bottle design, by Peter Schmidt, has also been tweaked. The white (women's) and black (men's) opaque, polished glass bottles are formed of two symmetrical, stacked cubes and a rounded cap.
"Jil Sander has become such a large brand in fragrance," said Steffen Seifarth, managing director of Coty Prestige Lancaster Group GmbH, adding the brand is number one in Coty Prestige's German portfolio.
Sander's departure from the fashion scene "was not felt in fragrance," Nitschke noted. The lasting mythos of the German designer has continued to generate strong demand at various price levels. "Over the last three years, we've gone from the universe of Jil Sander Sun — the most democratic — moving up a notch with Sport and then another step up with Style Essence. Scent 79 now brings us the closest to the level of Jil Sander fashion."
With distribution at about 5 percent of the normal selective distribution of 2,500 German doors, both Coty executives emphasized the Scent 79 launch is not primarily sales driven. "Of the 60 million [euros, or $88 million] we make with Jil Sander," said Seifarth, "this will be a tiny niche. But one which lifts the brand.""This launch is not about maximizing turnover, but I'm sure that in terms of sales, we'll be surprised," Nitschke concluded.
With no advertising planned for Scent 79, point-of-sale displays will be employed to support the fragrance.
A British rollout of Scent 79 is in the pipeline but further launches have not been finalized.
@chanel and @pharrell dropped what’s being dubbed as the world’s most exclusive sneakers yesterday. The Adidas Originals NMD Hu, which Williams designed in collaboration with Chanel and @adidasoriginals, has a waiting list of over 120K people who pre-registered online at chanelatcolette.fr –– and only 500 pairs are on sale. The singer predicted the resale value of the shoes could reach $40K. Read the full interview on WWD.com. Link in bio. #wwdfashion (📷: Dominique Maître)
@imanshumpert is diving deeper into his creative endeavors and relaunching his clothing line, Post 90s, and is helping to raise money for the hurricane victims in St. Maarten with a jersey he’s designed with his brother. The Cleveland Cavaliers player talked to WWD about kneeling during the national anthem, working with fashion brands and how he wants to be more than an @nba player. Read the interview on WWD.com #wwdfashion (📷: George Chinese)
Not only does #TheProfit return to CNBC tonight, but @marcuslemonis has launched @shopmarcus, a new shopping and lifestyle retail experience in Aspen and Chicago, with more locations to come. The retail stores offer in-store stylists and a variety of contemporary womenswear selections.
“It’s life, I’m going to face it,” @mingxi11 sighed. “I fell, but you know, I think the most important thing is that I get back up. I had the love, the help from my sister — the girl next to me Gizele [Oliveira] — she’s so nice. When I went backstage everybody was trying to comfort me like ‘Oh Ming, it’s OK.’ I’m really, really touched. I think it’s them who gave me the courage to go back on stage for the finale,” Xi told WWD of her fall at the @victoriassecret fashion show. (📷: David Fisher) #wwdfashion #vsfashionshow #victoriassecret
@louisvuitton tapped @therealpeterlindbergh for its latest city-centric photo book, which is part of a series called Fashion Eye. The primarily black and white book captures the spirit of Berlin in 57 images shot between 1989 and 2019. “Berlin is an inspiration for me, more than a city. I mean @millajovovich is simply Berlin!” said Lindbergh. #wwdfashion
“You know, I think audiences expect a certain performance so I have to deliver to them what they’re expecting to a certain degree. But I’m also a different actor and a different person, I have my own spin on the character,” says @noahegalvin of his takeover of the leading role in “Dear Evan Hansen” following the departure of @bensplatt, who originated the role. Read WWD’s interview with the 23-year-old actor on WWD.com #wwdeye (📷: @jilliansollazzo)
For pre-fall 2018, @etro created richly-colored wonderland, using tapestries, textiles and wallpapers from the Eastern world at large. The line featured floral and graphic prints and jacquard motifs, like this two-piece look featured here. #wwdfashion (📷: Giovanna Pavesi)
@kith is moving into children’s. The men’s and women’s streetwear brand has launched Kidset, a Kith kids line located in New York at 64 Bleecker Street. The line includes mini versions of staple Kith pieces like the Astor bomber jacket and the Kith box logo sweatshirts, along with a wall that can display up to 120 pairs of shoes from @adidas, @newbalance, @timberland and more. #wwdfashion
“I just wanted to create this fully rounded character, but I do think what excited me most was just the opportunity to give a group of people representation that I feel needs it. I like to do characters in projects that stand for something and Karolina definitely does, so that was really exciting to me,” @ginnygardner says of her new role in @hulu’s “The Runaways.” Gardner plays Karolina Dean, a queer superhero, which is a rarity for @marvel. Read more about Gardner’s character on WWD.com #wwdeye (📷: @dandoperalski)