NEW YORK -- Following the success of its Mariel women's scent last year, H2O Plus will now make waves in the men's fragrance market.
Waves, the company's first men's scent, will be introduced early in June, in time for Father's Day, June 19.
It will make its debut in the 60 H2O Plus Stores.
"This is a logical extension for us," said Fred Weinert, president of H2O Plus, who noted the company is also presenting Waves to its department store accounts, which represent 143 doors.
"When we launched Mariel last year, our goal was to take H2O from a bath and body concept to a total beauty and skin care concept," he said.
According to Weinert, Mariel had retail sales last year of $6 million, a 35 percent increase over initial projections.
With Waves, the company hopes to lay the groundwork for a larger men's business. Waves, which will be launched in a 3-oz. eau de toilette spray for $30, is expected to have retail sales of at least $1 million from Father's Day through Christmas, Weinert said.
"Right now most of the men who come into our stores are buying gifts for women," he said. "So we are making a conscious decision to offer men a little better selection."
Weinert noted that presently H2O's men's selection is somewhat meager. There are several skin care products that have a unisex positioning and about 10 items specifically targeted to men. These include an 8-oz. Foamless Shave Cream for $9 and a 3.4-oz. Razor Relief Cream for $12.
The men's stockkeeping units now generate roughly 4 or 5 percent of the company's total sales, or about $875,000 last year, Weinert said.
"We think that through the fragrance and by adding other, more specific men's sku's in the future, we could take men's sales up to 6 or 7 percent of total volume," he said, adding that the company is thinking about adding a men's deodorant and a shave gel in the near future.
H2O's total 1993 sales were $25 million, including company shops and department store counters.Weinert added that same-store sales were up 17 percent.
Although the company is not planning to back the new fragrance with national advertising this year, it will distribute 200,000 carded vials of Waves in H2O stores, and will invite 300,000 of its preferred customers, via a direct mail piece, to come into stores to sample the scent.
Waves is a blend of citrus and fresh top notes, including grapefruit with a dry down of patchouli, sandalwood and oak moss.
Weinert noted that while many of the H2O products use the soothing and calming images of water, Waves will focus on the power and vitality of an ocean wave for its positioning.
For the last several years, H2O Plus has marketed an after shave splash that has drawn an over-35 clientele. The 3.4-oz. splash is $15.
"We think that Waves will bring in a new market for us and attract men 20 to 40," Weinert said. "Younger men seem to like more complex fragrances and sprays rather than splashes."
“Azzedine has been one of the biggest influences in my life. He has always been such a strong, loving, fatherly figure to me. I call him Papa. His designs are indescribably unique, they are pieces of art. He knew how to make the female form look its loveliest. I have so many memories of him; my favorite might be during my first show with him in Paris. He liked me and he wanted to help me get more work. He called all his friends at Kenzo and Comme des Garcons, and asked them to book me. They said, ‘But she can’t walk!’ And he said, ‘but she has such a great ass!' His friendship and support has been the great privilege of my career. I can't imagine life without him. Repose en paix mon Papa.” - @stephanieseymour tells @wwd. #wwdfashion (📷: @steveeichner) #alaia #azzedinealaia
Azzedine Alaïa, flanked by two of his closest friends, models Stephanie Seymour and Naomi Campbell.
He designed Seymour’s dress for her 1995 wedding to Peter Brant, and treated Campbell (who famously called him Papa), like a daughter. For more on the legendary designer, tap the link in bio. #wwdfashion #alaia #azzedinealaia
Azzedine Alaïa's “I-did-it-my-way” ethos stood out starkly at a time when brands are experimenting with consumer-facing fashion shows, coed formats and trans-seasonal collections – anything to perk up lackluster sales of ready-to-wear in an age of Insta-everything. “It’s not creation anymore. This becomes a purely industrial approach,” the late designer told WWD in an interview last year. “But anyway, the rhythm of collections is so stupid. It’s unsustainable. There are too many collections.” Read more about the iconic designer’s life and work on wwd.com, link in bio. #wwdfashion #azzedinealaia (📷: @WWD Archive, 1986) #alaia
Sneaker reselling app @goat’s latest exhibit, "The Greatest: New York," tells the story of New York's sneaker culture. To celebrate the exhibit, an intimate crowd gathered on Thursday night at the pop-up gallery space, located at Platform in Culver City, to hear guest speaker and illustrator @esymai talk about her own rise in streetwear and women in the business. "For me I'm just someone who is creative. I like to create things," said Chang. #wwdfashion
Azzedine Alaïa, one of the most iconic couturiers of the modern era whose body-con designs defined Eighties fashion, has died in Paris. The diminutive Tunisian-born designer, known for his structured knitted dresses with fitted waists and impeccably cut, figure-hugging second skin silhouettes was deeply admired by his peers, and counted supermodel Naomi Campbell - his adoptive daughter - among his inner circle, one of a gang of glamazons including Farida Khelfa, Carla Bruni and Stephanie Seymour who became ambassadors of his style. (📷: Alexandre Guirkinger) #wwdblast