NEW YORK — Escada plans to rock into the new year with its newest fashion fragrance.
Called Rockin’ Rio, the scent was first unveiled at the Tax Free World Association meeting in Cannes, France, last week. It will roll out in mid-December to about 300 U.S. specialty stores and will be in its full U.S. distribution of some 1,200 doors by April.
As with all of the brand’s fashion fragrances, Rockin’ Rio is based on an Escada apparel collection — this one, on spring 2005. Escada was one of the first fragrance brands to enter the flanker market in a serious way, and produces a fashion fragrance each year to add a shot of newness to the franchise, noted Don Loftus, president and chief executive officer of Cosmopolitan Cosmetics U.S. Inc., which handles the Escada beauty lines in the U.S. “The last incarnation, Island Kiss, was one of our strongest-ever fashion fragrances, and we’re seeing similar excitement from retailers about Rockin’ Rio,” said Loftus.
The fashion-related scents generally hit specialty stores first, Loftus explained, because of the traditional tie-in to the apparel collections. “We heavily cross-promote the scents and the apparel in specialty stores, then stagger the distribution to department stores,” he said. Saks Fifth Avenue, Nordstrom and Neiman Marcus will be among the first to get the scent, followed in the spring by May Co. and Federated doors, among others.
Nicholas Munafo, senior vice president of marketing, training and public relations for Cosmopolitan Cosmetics U.S., hinted that the brand was hoping for a top five placement with the juice. While neither Munafo nor Loftus would talk numbers, industry sources estimated that Rockin’ Rio could do $28 million at retail in its first year on counter.
Rockin’ Rio’s juice, by Drom’s Philippe Romano, has top notes of tangerine, pineapple and papaya; middle notes of pina colada, sugar cane, bush peach and dama de noite (a night-blooming Brazilian flower), and a drydown of driftwood, sandalwood and powder of musk. The fragrance bottle is a multicolored version of the original — starting with a pale amber at the base and moving through to hot pink, with a yellow cap. Those colors are repeated on the outer carton, which features a silhouette of a woman dancing.The Rockin’ Rio line will include eaux de toilette sprays in two sizes, 1.7 oz. for $50 and 3.4 oz. for $70; a 5.1-oz. moisturizing body lotion for $32, and a 5.1-oz. bath and shower gel for $28.
While national advertising is not planned, the company will support the launch with a sampling campaign that is expected to get at least 500,000 vials on card and miniatures into consumers’ hands. As well, scented and unscented mailers, co-op radio advertising and a Mother’s Day gift set are planned.
EXCLUSIVE: Two and half months after John Targon, cofounder and codesigner of Baja East, was hired as creative director of the contemporary division at Marc Jacobs, he has left the company, WWD has learned. Marc Jacobs International, which is owned by LVMH Moët Hennessy Louis Vuitton, confirmed Targon’s departure in a statement: “John Targon is a talented designer and we appreciate the work he has done here. Ultimately working together did not make sense for the brand and we wish him the best.” Read the story by @jessiredale, link in bio. #wwdnews
@theluxurycollection is officially launching a collection, tapping Sofia Sanchez de Betak for the capsule. Over 30 styles will be featured in the Chufy x The Luxury Collection, debuting next month at Bergdorf Goodman, The Webster, FiveStory and more. De Betak, known as “@chufy,” drew inspiration for the collection from her trips to Japan in the past year #wwdfashion
@lhd, founder and CEO of @thewebster, has teamed up with @lebonmarcherivegauche for the European launch of her ready-to-wear line, LHD. The launch will come with an exclusive pop-up opening today that’s set to run through May 20. Located on the second floor, it carries her debut Miami-themed resort collection, launched in November as see-now-buy-now. #wwdfashion
@longchamp, which marks its 70th anniversary this year, just opened its biggest U.S. store on Manhattan’s Fifth Avenue. On the lower level there’s a floor-to-ceiling display of the brand’s iconic Le Pliage bag – in all of its different colors, shapes and sizes. Customers can also have their product personalized in-store by imprinting names, initials or emblems. #wwdfashion (📷: @ericmtownsend)
“Whenever I’m in that place of sound and music, I don’t have fear or nervousness…This album has a lot of themes of courage and boldness and I want to be the soundtrack for people’s lives. I’ll be so happy if [my songs] evoke strength in people, which I know music has done for me,” says @kimbramusic of her newest album “Primal Heart.” The New Zealand-born singer sat down with WWD to talk about her music, newest tour and connecting with hear fans — read more on WWD.com #wwdeye (📷: @jilliansollazzo)
Luxury handbag resale company @rebagofficial is planning to sell a rare collectible for $70,000: the @hermes White Crocodile Himalayan Birkin. The exclusive Birkin sold for about $100,000 in 2008, when @davidbeckham bought one for his wife @victoriabeckham to add to her collection. Read more about the rare Birkin on WWD.com #wwdaccessories
With her costume pearl necklace and what-you-see-is-what-you-get style, Barbara Bush, who died Tuesday at age 92, was a straight-shooter from start to finish.
Born Barbara Pierce in New York City, Bush served as the 37th first lady, as well as the country’s second lady from 1981 to 1989. In addition to being part of the longest presidential marriage — 73 years — Bush also had the unlikely distinction of having one son, George W., become the 43rd president and another son, Jeb, run unsuccessfully in 2016. Having served as second lady during the Reagan administration’s two terms and lived all over the world during her own husband’s ascending political career, Barbara Bush made it clear that literacy — not fashion — was her priority. Read more from Rosemary Feitelberg’s obituary on the late First Lady in WWD.com, link in bio. #barbarabush #wwdnews
Western and ’90s trends have influenced denim for fall 2018. Think raw, dark and coated jeans mixed with bold prints and tough leather. #trendtuesdays #wwdfashion (Styled by @thealexbadia;📷: @ryanplett)