PARIS — In today's launch-a-minute fragrance world, Chloé has been a turtle, introducing a grand total of two fragrances since the arrival of its first scent, Chloé Classique, back in 1973.
But the fashion house's new scent — landing on counters next February with new licensing partner Coty Prestige — is designed to be a hare, powered by Chloé's explosive momentum during the past few years.
"We're reestablishing the Chloé brand in the fragrance industry," Coty Prestige president Michele Scannavini said about the scent, which will be unveiled at a party Oct. 6 during Paris Fashion Week, only hours after Chloé's latest fashion show.
Details about the product are embargoed until the launch event, but Scannavini and Ralph Toledano, chairman and chief executive officer of Chloé, gave a joint interview Thursday to discuss the business parameters.
The plan in the first year is to introduce the scent in 8,000 doors worldwide — with Saks Fifth Avenue among the exclusive launch partners — backed by a powerful marketing campaign.
For Chloé, the fragrance represents a new access point for a brand prized for its feminine dresses, hardware-festooned leather goods and trendy footwear. It's also a chance to crystallize Chloé's brand essentials — femininity, sophistication, sensuality, youth and edginess — at a time when the fashion brand is being steered by a new creative director, Paulo Melim Andersson, who will show his second collection for Chloé next month.
"This is not a Paulo project," Toledano noted, explaining that Chloé's deal with Coty Prestige stems back to when Phoebe Philo was still at the design helm. Instead, the new fragrance reflects the input of Chloé's internal design, marketing and management teams.
"The idea is to connect as much as possible the perfume to the Chloé world," Scannavini said.
For Coty, which acquired the Chloé beauty license from Unilever two years ago, the new project is part of a strategy to grow its "high-profile designer" fragrance business. Scannavini lists Coty's Marc Jacobs, Vera Wang and Vivienne Westwood brands to be in that grouping, as well.
"They all have very strong personalities, are extremely inspirational," he said.The new Chloé fragrance will be sold alongside the brand's earlier scents — which also include Narcisse, launched in 1992. Scannavini said the Chloé fragrance business today is "very small," without elaborating. The introduction in February will be followed by more beauty product debuts. Scannavini said he does not rule out the possibility of fragrance for men, skin care or makeup. Toledano also noted the possibility of beauty products for its fast-growing See by Chloé brand.
Scannavini said Coty won't be launching Chloé products at the beauty market's traditional fast and furious rate. However, it won't wait another 15 years either.
"We hope to bring the Chloé fragrance brand back to what it was many years ago," said Scannavini. "For us, it's a renaissance."
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