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.
@chanel and @pharrell dropped what’s being dubbed as the world’s most exclusive sneakers yesterday. The Adidas Originals NMD Hu, which Williams designed in collaboration with Chanel and @adidasoriginals, has a waiting list of over 120K people who pre-registered online at chanelatcolette.fr –– and only 500 pairs are on sale. The singer predicted the resale value of the shoes could reach $40K. Read the full interview on WWD.com. Link in bio. #wwdfashion (📷: Dominique Maître)
@imanshumpert is diving deeper into his creative endeavors and relaunching his clothing line, Post 90s, and is helping to raise money for the hurricane victims in St. Maarten with a jersey he’s designed with his brother. The Cleveland Cavaliers player talked to WWD about kneeling during the national anthem, working with fashion brands and how he wants to be more than an @nba player. Read the interview on WWD.com #wwdfashion (📷: George Chinese)
Not only does #TheProfit return to CNBC tonight, but @marcuslemonis has launched @shopmarcus, a new shopping and lifestyle retail experience in Aspen and Chicago, with more locations to come. The retail stores offer in-store stylists and a variety of contemporary womenswear selections.
“It’s life, I’m going to face it,” @mingxi11 sighed. “I fell, but you know, I think the most important thing is that I get back up. I had the love, the help from my sister — the girl next to me Gizele [Oliveira] — she’s so nice. When I went backstage everybody was trying to comfort me like ‘Oh Ming, it’s OK.’ I’m really, really touched. I think it’s them who gave me the courage to go back on stage for the finale,” Xi told WWD of her fall at the @victoriassecret fashion show. (📷: David Fisher) #wwdfashion #vsfashionshow #victoriassecret
@louisvuitton tapped @therealpeterlindbergh for its latest city-centric photo book, which is part of a series called Fashion Eye. The primarily black and white book captures the spirit of Berlin in 57 images shot between 1989 and 2019. “Berlin is an inspiration for me, more than a city. I mean @millajovovich is simply Berlin!” said Lindbergh. #wwdfashion
“You know, I think audiences expect a certain performance so I have to deliver to them what they’re expecting to a certain degree. But I’m also a different actor and a different person, I have my own spin on the character,” says @noahegalvin of his takeover of the leading role in “Dear Evan Hansen” following the departure of @bensplatt, who originated the role. Read WWD’s interview with the 23-year-old actor on WWD.com #wwdeye (📷: @jilliansollazzo)
For pre-fall 2018, @etro created richly-colored wonderland, using tapestries, textiles and wallpapers from the Eastern world at large. The line featured floral and graphic prints and jacquard motifs, like this two-piece look featured here. #wwdfashion (📷: Giovanna Pavesi)
@kith is moving into children’s. The men’s and women’s streetwear brand has launched Kidset, a Kith kids line located in New York at 64 Bleecker Street. The line includes mini versions of staple Kith pieces like the Astor bomber jacket and the Kith box logo sweatshirts, along with a wall that can display up to 120 pairs of shoes from @adidas, @newbalance, @timberland and more. #wwdfashion
“I just wanted to create this fully rounded character, but I do think what excited me most was just the opportunity to give a group of people representation that I feel needs it. I like to do characters in projects that stand for something and Karolina definitely does, so that was really exciting to me,” @ginnygardner says of her new role in @hulu’s “The Runaways.” Gardner plays Karolina Dean, a queer superhero, which is a rarity for @marvel. Read more about Gardner’s character on WWD.com #wwdeye (📷: @dandoperalski)