NEW YORK — Just as automobiles come in all shapes and sizes, so do the fragrance deals that hinge on them.
Last week Avon became the latest beauty company to join the automotive fray by signing Kasey Kahne, a rising star with the NASCAR series. The news follows Hummer and Jaguar fragrance launches this year by Riviera Concepts and Cosmopolitan Cosmetics, respectively. Additionally, another NASCAR star, Jeff Gordon, was signed by Elizabeth Arden for its Halston Z-14 scent earlier this year. Kahne, 24, will be the spokesman for Avon’s Pro Sport Daily Performance men’s fragrance and grooming line.
Kahne, who won Rookie of the Year honors for the NASCAR season that recently ended, will appear on the cover of the third installment of “M — The Men’s Catalog,” due out in April. While Avon does not break out financial arrangements of endorsement deals, industry sources estimated the one-year pact could be worth roughly $500,000.
Separately, in a new variation on the automotive theme, motorcycle gurus Paul Teutul Sr. and Paul Teutul Jr., the bike-building duo of the Discovery Channel reality series “American Choppers,” have launched a scent called — what else? — Full Throttle.
True to its name, the scent got off to a quick start as the two Pauls appeared at the Danbury Fair Mall in Connecticut last month for a Filene’s launch event. Within a crowd of thousands, 700 people got to meet the Teutuls after purchasing the scent. Industry sources estimated that sales for the day exceeded $35,000. They added that the scent could generate first-year retail sales of $25 million. Pedal to the metal.
Paul Miller, general manager for the Teutuls’ licensee, Monte D Cosmetics, noted that Monte D founder Michael Malcolm formed the company to launch Full Throttle. The idea was to create a scent under license from Orange County Choppers, the Teutuls’ bike-building operation in Montgomery, N.Y.
“I thought it was a cool idea,” said Teutul Sr., who, along with son “Paulie,” has created everything from the Fire Bike, a memorial motorcycle built in honor of the firefighters lost on 9/11, to the 4-Up Softail, a bike featured in visuals for the scent.“People look at [fragrance] as feminine,” added Teutul Sr., a self-proclaimed fan of cologne.
This meticulous groomer of a modified handlebar moustache continued, “I think I’m pretty far from being feminine, if you know what I’m saying.”
Meanwhile, for the Avon deal, Kahne will represent seven Pro Sport stockkeeping units with an average price point of $5.70. “I use the face wash, body wash and the deodorant,” the fresh-faced, Seattle-born racer remarked. Pro Sport also features a 4.2-oz. eau de toilette spray, a fresh fougere scent, for $12.99.
Full Throttle, which is also in the fougere family — a “cooling aromatic fougere” by Takasago, Monte D’s Miller noted — has been launched in 1,000 department store doors, including Belk, Dillard’s, Kaufmann’s, Famous Barr, Foley’s and Rich’s-Macy’s. Plans call for a rollout to 2,000 doors by the end of 2005. About $8 million will be spent to promote Full Throttle, which will come in three cologne sprays: 30-ml., 50-ml., and 100-ml. versions priced at $25, $32 and $46, respectively.
Paltry numbers compared with the price tag of an Orange County Choppers custom bike, which can run anywhere from $50,000 to $100,000 or more.
@kering_official is spinning off its stake in puma in an effort to focus on its luxury brands, the brand operator announced yesterday. “We are proud to have supported the turnaround of Puma, which now has unrivaled capabilities to take full advantage of the specific dynamics of its global markets and is poised to achieve substantial growth,” said François-Henri Pinault, Kering’s chief executive officer and chairman. Artémis will become a “long-term strategic shareholder” of Puma with a 29 percent stake. #wwdnews #wwdfashion (📷: @jilliansollazzo)
The fashion world mourns for celebrated street style photographer, Nabile Quenum, who died at age 32 in Paris.
Quenum, creator of the fashion blog “J’ai Perdu Ma Veste,” was a fashion week fixture, and regularly shot for New York magazine’s The Cut, among other outlets, and brands such as Louis Vuitton, Moncler and Adidas. He was also actively involved in the #NoFreePhotos initiative, which kicked off in the fall. Read more about Quenum in @kbsmoke's story on WWD.com. #wwdnews
@verwanggang and @maisonladuree have teamed up on a dessert collab called Vera Wang Pour Ladurée. The collection, which launched this week, features a specialty macaroon, as well as a wedding cake inspired by one of the designer’s gowns. “I could not imagine a more delicate or sophisticated creation to grace any couple’s celebration,” said Wang. #wwdfashion
“I’m Russian and I love to use all these little tricks that I got from my grandma or my mom. We didn’t have a lot of money for creams or anything like that so we would use a garden as a beauty treatment regime. We’d put cucumber in the fridge and do a cucumber mask,” says model @irinashayk on one of her beauty hacks. WWD asked celebs what their go-to self-care rituals are. See what Naomie Harris, Freida Pinto and more said on WWD.com. #wwdeye #wwdbeauty (📷: @zefashioninsider)
Exclusive: @viktorandrolf are teaming up with @Zalando on a collection made from leftover clothing. The lineup, which lands at the retailer February 1, includes 17 pieces adorned with sliced up and repurposed overstock from the retailer’s private label collection. Pictured here is a look from the collection –– see more on WWD.com. #wwdfashion #wwdnews
@duewestnyc is the newest bar joining the collection of intimate neighborhood-focused spaces in the West Village. The cocktail menu, which includes bitters and syrups made in-house, offers a “Build Your Own Old-Fashioned” – like the one pictured here – where guests can choose from a list of spirits and unexpected sugars and bitters. #wwdeye
Spotted at last night’s National Board of Review gala in NYC: Angelina Jolie. Jolie – along with Meryl Streep, @lupitanyongo and more – continued the all-black dress code from Sunday’s Golden Globes. #wwdeye (📷: @lexieblacklock)