Men’s skin care brand Alford & Hoff, which launched a high-end treatment line at selected Neiman Marcus stores and Bergdorf Goodman in May 2008, is introducing its first fragrance, a signature men’s scent due in October.
The firm’s co-founders, Barry Alford and Jefferson Hoffman, said demand from customers and Neiman Marcus was largely the impetus for developing a fragrance. So, the two teamed up with Givaudan perfumer Rodrigo Flores-Roux to create what’s described as a woody, oriental scent.
“We wanted to do something very layered and very rich, with a lot of depth,” said Flores-Roux.
The fragrance, an eau de toilette that will come in a 100-ml. bottle for $125, features citrus and herbal top notes, along with an ingredient exclusive to Givaudan called Orpur. The heart of the scent features sweet rum, vanilla and tonka beans, and it dries down into notes of amber, leather and suede.
“The inspiration is that [fragrance] has always been a passion of ours,” said Hoffman.
As the Los Angeles-based duo has done with the skin care line, which ranges in price from roughly $32 to $155, Alford and Hoffman would like to keep distribution of the fragrance highly limited.
“We want to stay exclusive and build that business,” said Alford. The skin care line is carried at 23 Neiman Marcus doors, at Bergdorf Goodman, at nine Space NK stores in the U.K. and at Tsum in Moscow.
For the fragrance, Alford & Hoff will follow a similar distribution pattern, except the scent is to be distributed at more doors within the same retail chains. For instance, the scent is to be carried at 43 Neiman Marcus stores and 20 Space NK locations.
In-store sampling will be the primary means for promoting the scent, which could drive total sales of Alford & Hoff to $10 million in 2010, from almost $8 million this year, according to industry sources.
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