NEW YORK -- Starting next fall, the phrase "oo-la-la" is expected to mean more than commercials for Sasson jeans. It will also be the name of a new women's fragrance.
Sasson Licensing Corp., the holding company for the Sasson label, has obtained the Oo-La-La trademark for an undisclosed amount from a subsidiary of Siga Designs.
Siga recently purchased the trademark rights from Key West Fragrances, a Key West, Fla., company that previously distributed a line of Oo-La-La fragrances and body lotions throughout the U.S. and Canada for several years, according to Sasson executives. The Key West products will be discontinued. "We've seen fragrance as an appealing and logical category for us to get into for some time," said Stephen Wayne, exclusive licensing agent and chief operating officer for Sasson Licensing Corp.
Wayne said Sasson obtained the Oo-La-La trademark for the U.S. and Canada and discounted any difficulties the company would have with Loris Azzaro's Oh La La scent, which was launched in Europe in October.
"I couldn't say for sure," Wayne said. "But I think they will have a problem launching Oh La La in the U.S."
Reached in Paris, Franck Experton, president of Loris Azzaro, said the firm got the international rights, including the U.S., in June and plans to launch Oh La La in America this fall.
"We are absolutely certain that we are in the right," he said.
Wayne said he is talking to firms about manufacturing the scent, while Sasson does the marketing.
The firm hopes to launch the scent next fall in the 7,000 stores where Sasson apparel and accessories are sold. These include mass merchandisers and discounters such as Kmart, Target, Caldor, Sears and J.C. Penney.
Prices will be kept in the $15 to $17 range, Wayne said, projecting a wholesale volume of $15 million for the launch period.
Sasson Licensing is planning to back the brand with $1 million in advertising in a print campaign that will break during the fourth quarter, he said. Wayne said the company is also planning to launch a men's scent in 1995, as well as women's gift sets and bath products.
"'Dynasty' is all about gowns, the diamonds and the scandal, so it's a bit like the fashion industry. When we come to Cannes it's all about the red carpet dresses too, so it all fit really well," said designer @philippplein78 on the theme of his high-glamour resort 2019 show at his mansion in Cannes. #wwdfashion #cannes (📷: @zefashioninsider)
"I think Spike is such a brilliant director because he holds up a mirror to society and reflects these issues, yet he doesn't shove it down your throat, he doesn't tell you what to think," says @lauraharrier on her latest film @Blackkklansman. Harrier was at the Cannes Film Festival – for the very first time – with @officialspikelee. #wwdeye #cannes (📷: @zefashioninsider)
“I would think to myself, Are you happy? Yes, I’m wildly happy. I go to this studio every day and, in my inside voices, I’m giggling; I’m singing. Yes, it’s a lot of work, it’s a [huge] volume of material. It wouldn’t be for everybody. But I was very happy,” said soap opera star @therealsusanlucci of checking in throughout the years with her career trajectory. Lucci spoke to WWD about her decades-long career, love for pilates, motherhood and her QVC activewear line. Read Bridget Foley’s full piece on Lucci on WWD.com #wwdfashion (📷: @celestesloman)
@balmain has taken a stand at the #cannes Film Festival, dressing 16 actresses at a press call for the project “Noire N’est Pas Mon Metier,” or “Black Is Not My Profession.” The multimedia project includes a book, photo exhibit and documentary, which aims to expose discrimination in the French and American entertainment industries. “The moment I was asked to participate, I knew it was right for me, and for this brand, to form a part of this moment,” Balmain creative director @olivier_rousteing told WWD. #wwdnews #wwdfashion
"I always feel curious and I feel like there's more to learn. But I think being relevant, feeling relevant, I personally always feel that there's just so much more to know. And maybe that's the key.” — @themarcjacobs #wwdsummits #wwdbeauty (📷: @patrickmacleodphoto )
“The most amazing thing about her is that, regardless of all the things that have happened to her, her spirit is so undaunted by all of it. She is the most cheerful person you will ever meet. She doesn’t see problems, she only sees solutions,” said @ajanaomi_king of activist Ifrah Ahmed, who she plays in a new film “A Girl from Mogadishu.” WWD caught up with King at Cannes — Head to WWD.com to read more about her new role, personal style and how she uses social media for causes like Time’s Up and Black Lives Matter #wwdeye
WWD asked a number designers to share their thoughts on what Meghan Markle’s wedding gown will look like this Saturday. Here, Valentino’s Pierpaolo Piccioli sketches his look. #wwdfashion #royalwedding #meghanmarkle