Bond No. 9 New York is hoping to appeal to the tech-savvy with its first “digital fragrance,” which doubles as a three-dimensional QR code. “The fragrance business is always doing the same thing and the same thing and the same thing,” said Bond No. 9 founder and owner Laurice Rahme. “We wanted to really capture what is going on in the world. Everybody is online. Everybody is mobile. So we have to do a fragrance for that world. It’s a different world.”
Aptly named HTTP://WWW.BONDNO9.COM, the scent, which launches June 30, features an enlarged royal blue QR code on the electric yellow bottle, which customers can snap with their smartphones to purchase on the Bond No. 9 site. The code works through ads, in person or via the storied Bondmobile, which will be covered in the design. “What I love about the packaging is that for all of us in this industry talking about how difficult and expensive it is to train and retain sales people, to have a bottle that speaks to the consumer, directly, is the dream,” she said. “It’s not a department store [distribution]. It’s not Sephora. It’s beyond that. It’s the most direct way to buy that you could ever have.”
The $250 scent, Rahme said, is meant to capture the essence of the world’s “largest village,” the Internet, a first for the neighborhood-marking New York-based fragrance brand. “It’s a destination,” she said of the Web. “It’s a neighborhood. It’s just a digital neighborhood.”
According to Rahme, the idea for a digital scent came to her once Bond began adapting QR codes into its advertisements about a year and a half ago. “When I saw it, I said this QR thing is genius, I have to do a bottle like this,” she said.
Because HTTP will have no in-store presence and will be available only virtually, the juice had to have universal appeal. For the task, Rahme brought on board master perfumer Michel Almairac of Robertet to imagine a unisex blend of “contemporary tropical” fruits. “To get the scent right was difficult; it’s what I call universal, and that’s not easy to do,” said Rahme, adding that internal studies concluded there are more men than women shopping online. “It couldn’t be too feminine or too masculine. It had to be something everybody likes. It had to be young. That’s for sure. It’s not for your grandmother, we know that. She would never get an app.”
The result is a “fresh, fruity, woody” blend of bergamot, pineapple and juniper berry top notes, a heart of apple, blackcurrant and cedarwood and a base of patchouli, moss, musk and amber. “I wanted to create a fragrance in tune with the times,” said Almairac of the scent. “A fragrance which looks like [a] digital wave which [is] surfing on bright, contemporary and powerful notes.”
Rahme said HTTP, which was launched also to celebrate the brand’s 10th anniversary in September, is the first in a “digital collection,” which will receive two new scents a year and hopes to eventually adapt for different countries, in different languages .
Although the brand would not talk numbers, industry sources estimate the launch could generate $5 million in its first year, roughly double sales results from a typical Bond fragrance rollout. “It will be available in infinite digital doors,” said Rahme, who plans to implement a social media campaign, leveraging the brand’s 66,000 Facebook friends. “It’s Bond for the new world.”
@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
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“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)