NEW YORK — Procter & Gamble has designs on the prestige beauty market.
P&G Prestige Products Inc. (formerly Cosmopolitan Cosmetics), will launch two designer fragrances, Lanvin Paris’ Arpège Pour Homme and Paul Smith Floral, in U.S. specialty stores this fall.
Arpège Pour Homme is a men’s version of the classic — one that was 78 years in the making, pointed out Don Loftus, president and chief executive officer of P&G Prestige Products in the U.S. Arpège and Arpège Pour Homme are both produced by Inter Parfums; P&G Prestige Beauty is the brand’s U.S. distributor.
The Arpège Pour Homme juice, concocted by Givaudan’s Olivier Pescheux, has top notes of pink peppercorns, mandarin, bitter orange and neroli; a heart of iris, jasmine, maté and nutmeg, and a drydown of vanilla, tonka beans, patchouli, Australian sandalwood and rare woods.
The collection will include eaux de toilette in two sizes, 1.7 oz. for $45 and a 3.3-oz. for $62; a 3.3-oz. aftershave lotion, $45; a 5-oz. aftershave balm, $35, and a 5-oz. shampoo, $25. Saks Fifth Avenue will have a six-week exclusive on the scent; it will roll out in October to Nordstrom, Neiman Marcus, Bloomingdale’s and Bergdorf Goodman, for a total of 300 doors this fall.
About 200 additional doors will get the scent in spring 2006, noted Nicholas Munafo, executive vice president of marketing and sales. At that time, the brand plans to advertise, although at launch the brand will be supported with in-store and direct-mail sampling. About 5 million scented impressions are targeted, he said.
Neither Loftus nor Munafo would comment on projected sales, although industry sources estimated that the fragrance collection would do about $1 million at retail in its first year in the U.S.
The division’s Paul Smith fragrance brand will get a flirty new flanker, Paul Smith Floral, in October. “It’s younger at heart, and will probably appeal to a different consumer,” said Munafo. When pressed, he put those age parameters at about 25- to 40-year-olds for the flanker, as opposed to 35 and up for the original.
This story first appeared in the August 12, 2005 issue of WWD. Subscribe Today.
The scent, by Laurent Eruyere of International Flavors and Fragrances, has top notes of sweet orange, pink grapefruit, fresh ginger and water lily; a heart of white magnolia, orchid and osmanthus blossom, and a drydown of amber, exotic woods, musk and tonka beans.
Two eaux de toilette will be offered: 1.7 oz. for $70 and 3.3 oz. for $90. The collection will be exclusive to Neiman Marcus. About 1 million scented pieces, including about 60,000 in-store samples, will be produced at launch, said Loftus. He wouldn’t comment on projected sales, although industry sources pegged them at about $1 million retail for the scent’s first year.