Carven to Launch L’eau de Toilette at Saks

The brand's Le Parfum, which was launched only last July, is about to get a younger sister.

Carven’s Le Parfum, which was launched only last July, is about to get a younger sister.

This story first appeared in the January 31, 2014 issue of WWD.  Subscribe Today.

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.