Carven's Le Parfum, which was launched only last July, is about to get a younger sister.
International Cosmetics & Perfumes Inc. will launch a new Carven L’eau de Toilette at Saks Fifth Avenue during the store’s beauty week on Feb. 20.
Although the new women’s scent shares the Carven name and bottle silhouette and is in the same white floral olfactive family, “It’s a totally different fragrance,” said Thomas Saujet, president of the company that licenses, markets and distributes not only the Carven fragrances but also those of Hanae Mori and Creed. “The eau de toilette has a sweeter undertone,” he added. “We are selling it to the same audience, but also reaching out to a younger audience,” he said. Later this year, a Carven men’s fragrance is expected.
Another difference between the two women’s launches is the amount of muscle being used. Like the eau de parfum, the edt will be distributed exclusively at Saks Fifth Avenue for six months and at Holt Renfrew in Canada, before rolling it out to other specialty stores. Unlike Hanae Mori and Creed, which have been built with in-store events and investment, the Carven fragrance will have the added firepower of media reach.
“We are treating this as a big launch,” said brother Emmanuel Saujet, chief executive officer. He ticked off the strategy: direct mailers to Saks customers; scented inserts in store catalogues and catalogue advertising; a digital ad campaign with saks.com; heavy sampling and gifts for Saks 5th Avenue Club; in-store visuals; in-store events, such as when bouquets of flowers are given to fragrance purchasers, and gift-with-purchase promotions.
Thomas Saujet predicted that the Carven name will gain currency in the U.S. as the French fashion label opens more distribution here and consumer awareness grows.
The juices of both the original edp and the new edt were created by Takasago perfumer Francis Kurkdjian, and the bottle was designed by Thierry de Baschmakoff of Aesthete.
Described as a floral, fresh, musky combination, the new fragrance contains citrus notes of Italian lemon with sweet pea and peony on top; freesia, white hyacinth and wisteria in the heart, and white woods including sandalwood and musks in the base.
Price points of the fragrance products range from $56 for a 30-ml. edt spray to $80 for the 50-ml. size to $105 for the 100-ml. version.
The company does not break out sales projections, but industry sources estimated that both scents — the edp and edt combined — could generate at least $9 million in retail sales for 2014, with 60 to 70 percent of it contributed by the original scent.
As one of the most recognizable models in the world, Christy Turlington Burns has an insider’s view of the fashion industry and the allegations of sexual harassment swirling around it. “I can say that harassment and mistreatment have always been widely known and tolerated in the industry. The industry is surrounded by predators who thrive on the constant rejection and loneliness so many of us have experiences at some point in our careers,” Turlington told WWD, along with her suggestions for how the modeling world should protect younger women and men. Read more on WWD.com. Link in bio. (📷: Tony Palmieri) #wwdnews
@asics America has tapped a new brand ambassador: famed DJ/record producer @steveaoki. This initiative is intended to set the tone for the new brand identity and philosophy and will include partnerships with influencers and in-store and off-line activations that will continue into next year. This is Asics’ most significant marketing effort in two decades, and is expected to attract younger consumers to the brand. #wwdfashion
24-year-old Jean Prounis is redefining the rules of jewelry. Formerly a studio assistant to Jemima Kirke and a design apprentice at Ghuran, she focuses on handcrafted subtleties and ancient goldsmithing techniques. “There was a really sterile feel in the environment and I wanted to have jewelry with character that shapes how you wear it everyday,” Prounis said. Each piece is hand made in New York, either by Prounis or three other jewelers in the district. #wwdfashion
“These collections continue to build on that vision, empowering differently abled adults to express themselves through fashion,” said @tommyhilfiger of his line of adaptive apparel, which launches today. The line consists of 37 men’s and 34 women’s styles based upon the pieces from the spring Tommy Hilfiger sportswear collection. #wwdnews
“Stranger Things” is getting a new cast member for season 2. Meet @sadiesink_, the 15-year-old who will be joining the Netflix series for its new season. You may recognize her from “The Glass Castle” with Brie Larson and Woody Harrelson, but the Texas native’s next role goes in an entirely different direction. She describes her character, Max, as “a rough and tumble skater girl [who] becomes friends with the boys at school.” The second season debuts on October 27. (📷: @jgreenery) #wwdeye
Amid the Harvey Weinstein controversy, there’s another sector that’s being put under the spotlight for sexual abuse: the modeling industry. While rumors about abuse and sexual harassment of female and male models — and the photographers, agents and others who perpetrated it — have circulated within the fashion world for years, model @cameronrussell started posting stories from models on Instagram last week about abusive situations they’ve encountered — from sexual harassment and molestation to attempted rape. Over 75 have weighed in so far. Read more on WWD.com. Link in bio. #wwdnews
To celebrate its 16th anniversary, @dylanscandybar tapped designers and celebrities to create mosaics out of candy. The mosaics will be auctioned off to support the philanthropic cause of each participant’s choice. Pictured here is the mural created by @aliceandolivia's Stacey Bendet. For a first look at some of the other artwork being unveiled tonight, go to WWD.com. #wwdeye
The annual Veuve Clicquot Polo Classic in Pacific Palisades this weekend drew Kate Hudson, Tracee Ellis Ross, Laura Dern and more. See pictures of the star-studded event on WWD.com. (📷: @chelsealaurenla) #wwdeye
In his new book “Hollywood Royale,” Andy Warhol’s Protégé Matthew Rolston celebrates the Eighties revival of Hollywood glamour. Featuring more than 100 portraits taken by Rolston from 1977 to 1993, the book contains photos of icons like Michael Jackson, Cyndi Lauper, and @drewbarrymore, pictured here in 1991. “Hollywood Royale,” out today, will be accompanied by an exhibition opening at Los Angeles’ Fahey/Klein Gallery on March 1. #wwdeye