Coty Inc. is adding to its Chloé fragrance franchise this spring with See by Chloé, a scent inspired by the fashion house’s youthful apparel line of the same name.
“Chloé is one of our fastest-growing houses and we are positioning it as a powerhouse,” said Jean Mortier, president of Coty Prestige. “It has a huge global reach and also much potential in the U.S.”
Coty acquired the Chloé scent license in May 2005, as part of an $800 million deal with Unilever that also included the scent licenses for Calvin Klein, Cerruti, Vera Wang and Lagerfeld. The brand currently has seven fragrances: four for the Signature pillar and three for the Love, Chloé pillar. This scent is the first in the See pillar, noted Mortier. He added that the Chloé fragrance business currently does about 50 percent of its sales in Europe, 7 percent in Japan, 15 percent in Asia, 10 percent in the U.S. with the balance in travel retail.
For See by Chloé, the target user is 18 to 30 years old with an mischievous, rock ’n’ roll edge, said Françoise Mariez, senior vice president of marketing for European fragrances at Coty Prestige.
The scent launches globally in February in the U.S., noted Mortier. Robertet’s Michel Almairac concocted the juice, which opens with bergamot, has a heart of apple blossom accord and jasmine, and a drydown of sandalwood and vanilla.
Eaux de parfum in three sizes, 1 oz. for $58, 1.7 oz. for $78 and 2.5 oz. for $98, will be offered, as will a 5-oz. body lotion, $45, and a 5-oz. shower gel, $40.
The bottle’s shape is reminiscent of a birdcage, down to a cap with a loop at its top. The glass flacon has three tiny glass feet which allow the bottle to sit very slightly off the surface.
In the U.S., the range will be available in about 1,400 department and specialty stores, bowing first in Saks Fifth Avenue and then rolling into Nordstrom, Sephora and Bloomingdale’s. Print advertising, which in the U.S. will begin running in February and March fashion, beauty and lifestyle magazines, was shot by Fabien Baron and features Bette Franke. “Bette radiates the je ne sais quoi attitude we are trying to convey with this project,” said Mariez, adding that Franke is also the face of the See by Chloé apparel line. Baron shoots the apparel ads, as well.
Sampling will include vials on card, deluxe miniatures, blow-ins and scent strips, Mariez added.
An extensive digital campaign — still in progress, so Mortier and Mariez are keeping mum on most of it — is also planned. However, noted Mariez, the brand has developed four videos for the campaign which play off a “spin the bottle” theme.
While Mortier and Mariez declined comment on projected sales, industry sources estimated that See by Chloé could do about $70 million at retail globally in its first year on counter. About 10 percent of that total is likely to be done in the U.S., sources speculated.
“Azzedine has been one of the biggest influences in my life. He has always been such a strong, loving, fatherly figure to me. I call him Papa. His designs are indescribably unique, they are pieces of art. He knew how to make the female form look its loveliest. I have so many memories of him; my favorite might be during my first show with him in Paris. He liked me and he wanted to help me get more work. He called all his friends at Kenzo and Comme des Garcons, and asked them to book me. They said, ‘But she can’t walk!’ And he said, ‘but she has such a great ass!' His friendship and support has been the great privilege of my career. I can't imagine life without him. Repose en paix mon Papa.” - @stephanieseymour tells @wwd. #wwdfashion (📷: @steveeichner) #alaia #azzedinealaia
Azzedine Alaïa, flanked by two of his closest friends, models Stephanie Seymour and Naomi Campbell.
He designed Seymour’s dress for her 1995 wedding to Peter Brant, and treated Campbell (who famously called him Papa), like a daughter. For more on the legendary designer, tap the link in bio. #wwdfashion #alaia #azzedinealaia
Azzedine Alaïa's “I-did-it-my-way” ethos stood out starkly at a time when brands are experimenting with consumer-facing fashion shows, coed formats and trans-seasonal collections – anything to perk up lackluster sales of ready-to-wear in an age of Insta-everything. “It’s not creation anymore. This becomes a purely industrial approach,” the late designer told WWD in an interview last year. “But anyway, the rhythm of collections is so stupid. It’s unsustainable. There are too many collections.” Read more about the iconic designer’s life and work on wwd.com, link in bio. #wwdfashion #azzedinealaia (📷: @WWD Archive, 1986) #alaia
Sneaker reselling app @goat’s latest exhibit, "The Greatest: New York," tells the story of New York's sneaker culture. To celebrate the exhibit, an intimate crowd gathered on Thursday night at the pop-up gallery space, located at Platform in Culver City, to hear guest speaker and illustrator @esymai talk about her own rise in streetwear and women in the business. "For me I'm just someone who is creative. I like to create things," said Chang. #wwdfashion
Azzedine Alaïa, one of the most iconic couturiers of the modern era whose body-con designs defined Eighties fashion, has died in Paris. The diminutive Tunisian-born designer, known for his structured knitted dresses with fitted waists and impeccably cut, figure-hugging second skin silhouettes was deeply admired by his peers, and counted supermodel Naomi Campbell - his adoptive daughter - among his inner circle, one of a gang of glamazons including Farida Khelfa, Carla Bruni and Stephanie Seymour who became ambassadors of his style. (📷: Alexandre Guirkinger) #wwdblast