Patrick Dempsey is celebrating the power of two with his newest scent, aptly called Patrick Dempsey 2.
The latest addition to Avon Products Inc.’s budding fragrance franchise with the “Grey’s Anatomy” star, Patrick Dempsey 2 marks the second men’s scent from the actor, and one that was inspired by his 10-year marriage to wife Jillian, who has served as Avon’s global creative color director since July 2006.
“Its about the intimacy of two people and the strength you get in a relationship,” explained Dempsey during a phone interview from Los Angeles Tuesday morning, where he is enjoying some quality time with his family before filming for the hit ABC show resumes next month. “I thought, why don’t we just go with ‘2’ and make this about being a couple.”
Due out in the U.S. in November, Patrick Dempsey 2 is the largest men’s fragrance initiative this year from Avon, which launched the actor’s first scent, Unscripted, in November. “Patrick is a big piece of the plan,” said Tracy Haffner, Avon’s vice president of global fragrance marketing and strategic alliances, who added that men’s to women’s fragrance ratio for the company is about 40 to 60. “Men’s has strong growth potential and that’s what we want to capitalize on.”
While executives were mum on sales expectations for the U.S., industry sources estimate the new fragrance could generate upwards of $12 million in first-year sales. Industry expectations for Unscripted in the first year were set at $15 million.
“Patrick is our global men’s celebrity and the launch plans are very strong,” said Haffner. “We have very high expectations.”
Dempsey joins a slew of other designer and celebrity names that Avon has added to its fragrance roster in the last three years, including Derek Jeter, Courteney Cox and Dempsey’s “Sweet Home Alabama” co-star, Reese Witherspoon.
Dempsey, 43, is best known for his role as Dr. Derek Shepherd, aka McDreamy, on “Grey’s Anatomy.”
The actor clearly has taken to the business of developing fragrance.
“We had gone in a certain direction with Unscripted but we also had another scent that we really liked that we had put on the back burner, so when we started working on 2, we had some complexities to work out, but it was a much shorter process,” he explained. “I think both scents are unisex to be honest, but 2 is bit more complex than Unscripted, which is a little softer and fresher.”
Dempsey worked with Ilias Ermenidis of Firmenich on the spicy oriental scent. Top notes are of saffron, mandarin and nutmeg; the heart is of spiced wood accord, green fig and cistus, and the drydown is of olibanum, patchouli, guaiac wood and skin musk accord. The 2.5-oz. fragrance will be priced at $35 and is packaged in a brown glass bottle featuring a debossed bracquet-like design on the front.
Advertising, shot in January on a beach in Malibu, Calif., by Michel Comte, features a very intimate Dempsey facing his wife. “I’m listening to her because her back is to me and she is telling me all these jokes and even some secrets,” he said. In the U.S. the campaign will run in the company’s brochure in October with international rollout scheduled for 2010 when the fragrance launches in Latin America, to be followed by Europe and Southeast Asia.
Dempsey, who recently returned from racing cars at the 24 Hours of Le Mans in France, where he and his Team Seattle finished ninth, said a third fragrance could be expected. “There’s definitely more to come,” he said.
@tradesy is turning the concept of a showroom upside down with its new space in Santa Monica. Here, the company plans to hold events, art exhibits and a showcase rare fashion pieces like this Louis Vuitton boxing set. Get all the details on Tradesy’s first showroom on WWD.com. #wwdnews
Spotted last night at the @erdem x @hm launch event: Kate Bosworth, Rashida Jones, Kirsten Dunst and Selma Blair. The party, which took place in LA, also marked the opening of their pop-up shop. “I was interested in creating a collection that wasn’t in any way disposable. It was about pieces you’d create and keep forever, things that have a permanence to it,” designer Erdem Moralioglu said. #wwdeye (📷: Katie Jones)
Renee Zellweger in yellow in 2001 and again in 2017. Chosen as one of the 12 @pantone Leading Spring Colors (and dubbed “Meadowlark”), it only makes sense that the bright hue stands the test of time and is making a resurgence this season, seen already on stars like @blakelively and @gigihadid. (📷: Donato Sardello & @rexfeatures) #wwdfashion #tbt
Dior’s 70th anniversary celebration continues with a new exhibition at the Royal Ontario Museum in Toronto. “Christian Dior,” which is scheduled to run through March 18, takes a look at the founders tenure from 1947 to 1057 and feature 40 designs. Pictured here is an evening gown from the Ailée, fall 1948-49 haute couture collection. #wwdfashion (📷: Brian Boyle)
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