PARIS — Parfums Kenzo landed in Tokyo for its new men's scent, meant to lure the 18- to 35-year-old set.
Tokyo by Kenzo, which will bow worldwide in September, took a cue from the Japanese capital's mix of neon lights and nature for its juice, packaging and advertising.
"Japan is an integral part of the brand's roots, and Tokyo is a city that makes people dream," said Patrick Guedj, creative director of Parfums Kenzo, owned by LVMH Moët Hennessy Louis Vuitton.
The fragrance is considered to be a product for a hipper and younger consumer than the other Kenzo scents, said Guedj.
The fragrance's bottle is in the same shape as Kenzo Pour Homme, but for this iteration, Tokyo designer Kashiwa Sato colored the flacon black with bright-colored rays reminiscent of electric lights. Sato's outer carton design features an image of vibrant lights through trees.
Tokyo's juice, likewise, plays on the dichotomy between urbanity and nature. Created by Firmenich's Marie Salamagne, Tokyo contains zesty top notes of ginger, lemon and grapefruit; mid notes of pink pepper and green tea, plus a bitter orange, and base notes of wood, cedar, clove and nutmeg.
"We included vibrant notes to express the colors of Tokyo at night and then this woody dimension to represent the trees in the city," said Guedj.
The fragrance's advertising campaign, by Guedj, depicts a Westerner arriving in Tokyo. To add realism to the 30-second TV spot, he had model Michel Novello wander around the city while somewhat jet-lagged and lost. (Guedj discovered the music used in the spot, by Broadcast from the album "The Future Crayon," during the shoot.) There will also be single- and double-page print ads. Sampling is to include postcards of Tokyo with scent strips attached and a USB key containing the ad film.
Industry sources estimate the scent will generate 20 million euros, or $28 million at current exchange, at wholesale worldwide in its first year.
In France, a 30-ml. spray bottle of Tokyo eau de toilette will sell for 33.50 euros, or $46; a 50-ml. bottle for 46 euros, or $63, and a 100-ml. version for 65 euros, or $89. In the U.S., where the scent will be launched at Sephora in mid-September and then carried exclusively at the LVMH-owned perfumery chain through the end of the year, the 50-ml. eau de toilette spray will sell for $50 and the 100-ml. version for $65.
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