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.”
“My personal philosophy to beauty is paying attention to oneself. I love to be outdoors, lots of fresh air, trying to take care of yourself as best you can. I always notice that comes through,” says Felicity Jones, the global face of @shiseido-owned @cledepeaubeauteus, which launches today. Head to WWD.com to read more about the actress’ love for beauty and how she prepared for her new role in “The Basis of Sex,” playing the young Ruth Bader Ginsburg. #wwdbeauty (📷: @dandoperalski)
For men’s fall 2018, @giuseppezanotti drew on elements from streetwear, sport, biker, combat and rock ‘n’ roll. Pictured here are a pair of shoes from the collection, featuring zippers, rhinestones, and silver hardware. Head to WWD.com to see a roundup of the accessories from Milan’s men’s fall 2018 shows. #wwdfashion (📷: Andrea Delb)
To celebrate the 25th anniversary of @ralphlauren’s snowboarding collection, the brand is mining its archives. The iconic brand is reintroducing vintage styles and dropping new designs for a color capsule that will be available in Ralph Lauren stores and @openingceremony on January 25. The capsule will consist of 10 pieces, including the Snow Beach Pullover, pictured here, which is a collector’s item that rapper Raekwon wore in Wu-Tang Clan’s “Can It Be All So Simple” video. #wwdfashion (📷: Tom Gould)
For @rochasofficial’s pre-fall 2018 collection, creative director Alessandro Dell’Acqua channeled the sophisticated and intriguing Catherine Denevue in the film “Belle de Jour.” Polished collarless coats, midi skirts, suits and ’60s graphic motifs were all featured in the collection, adding a sense of discreet luxury. See the rest of the photos on WWD.com #wwdfashion
“We tried to produce clothing of that couture quality, but the most daunting part was that we only had a matter of days [to do it],” said costume designer Lou Eyrich, who recreated Gianni Versace’s iconic looks for @americancrimestoryfx. Eyrich searched online retailers and vintage shops for original pieces from the design house and for @penelopecruzoficial, who plays Donatella Versace. Head to WWD.com to read how she created the Versace world. #wwdfashion
Only three months after her stellar debut catwalk season, @kaiagerber has inked her first big design collaboration –– with @karllagerfeld. The collection blends Lagerfeld’s Parisian chic aesthetic and the model’s signature West Coast casual style via RTW, accessories, footwear and more. The #KarlLagerfeldxKaia collection will launch in September with a series of events. Get all the details on WWD.com. #wwdnews #wwdfashion
Harrods plans to remove the famous statue of Princess Diana and Dodi Al Fayed from the bottom of the Egyptian escalators and hand it back to Mohamed Al-Fayed. “We are very proud to have played our role in celebrating the lives of Diana, Princess of Wales and Dodi Al Fayed at Harrods and to have welcomed people from around the world to visit the memorial for the past 20 years,” said Michael Ward, Harrods managing director. “With the announcement of the new official memorial statue to Diana, Princess of Wales at Kensington Palace, we feel that the time is right to return this memorial to Mr. Al Fayed and for the public to be invited to pay their respects at the palace.” More on the news, with reporting by @loreleimarfil, at WWD.com. #wwdnews