The Susan G. Komen for the Cure Foundation, which has raised and invested $1.5 billion in fighting breast cancer since 1982, has taken its crusade into new territory — the fragrance bar.
As a pioneer in cause related marketing, the Komen foundation has orchestrated its first product, a women’s fragrance, as a fund-raising vehicle. Appropriately, the scent is called Promise Me, which also is the title of the book written by Nancy Brinker, founder of the organization and sister to the late Susan Komen. The title alludes to Brinker’s promise to her dying sister to launch a mission to end the pain and suffering of breast cancer.
In an interview, Brinker said the fragrance will give supporters a new way to participate in the cause and “contributes very importantly to our reach globally.” It is an act of advocacy that offers “a natural fit,” she added.
“My sister was always passionate about fragrance,” Brinker said. “She had a great fashion sense.”
Not to be overlooked is the fund-raising potential, she noted. The organization figures that the fragrance will raise a minimum of $1 milliona year. The fragrance development was spearheaded by Brian Robinson, the founder of Zihr and now the head of TPR Holdings LLC.
Through interlocking donations from Robinson and all of the project’s vendors, 13.5 percent of net sales will be donated to the Komen foundation. Robinson said the project is aiming for a target of roughly $30 million in sales, meaning that the fragrance could generate $3 million to $4 million in contributions. In order to reach this goal, a fairly impressive marketing and merchandising plan has been devised. The fragrance is due to be launched in April and it will remain on the market through October, the month for raising breast cancer awareness. Promise Me will consist of two versions — an eau de parfum and an eau de toilette — that will be distributed through department stores and drugstores chains and on TV, simultaneously.
The 3.4 oz. eau de parfum will retail for $59. Robinson said the price point was kept at that level because the objective is to reach out to nontraditional fragrance shoppers, not women who would be comfortable with a $95 price tag. For the mass market, the eau de toilette will come in two sizes, a 1.0 oz. for $19.99 and a 3.4 oz. for $29.99. A scented plastic bracelet will be handed out as a gift with purchase. For direct selling on the TV home shopping networks, a kit will be offered containing the 3.4 oz, eau de parfum, the bracelet and a body product.
A limited quantity of Brinker’s book, “Promise Me,” will be offered as a gift with purchase in department stores, Robinson said, and carded vials will be handed out. The Komen foundation will also promote the fragrance on its social media sites — Facebook, Twitter, MySpace, YouTube and Flickr. Robinson also said he expects that the foundation’s 125 chapters will get involved in promoting the scent.
Robinson also indicated that contributions will be made to Komen’s designated overseas affiliates.
The fragrance’s formula is a floral oriental, created by Jean-Claude Deville of Drom. Key notes include mandarin, bergamot, blood orange, fresh aldehyde, black current, pink peony, wild orchid, rosewood, white patchouli and musk.
The packaging was created by Chad Lavigne. Robinson said that he expects this fragrance to sell out this year. Then next year another scent with new juice and different packaging can be launched. “We don’t know if it will have the same name,” he noted, adding that, “I wanted to do something to give back to a very worthy cause and to help a fantastic organization raise a significant amount of money.”
@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)