And the 39-year-old nose, who developed niche fragrance brand Escentric Molecules, a concept based on the use of single, synthetic aroma chemicals, here in 2005, has a good reason to keep things simple. He recently released a pair of new scents, called Escentric Molecules 02, in the U.K., and is embarking on a U.S. rollout strategy for the fragrances.
The two Escentric Molecules 02 fragrances, called Molecule 02 and Escentric 02, were launched at Harvey Nichols in spring and have begun a U.S. rollout that includes a six-month, exclusive distribution agreement with Barneys New York.
The retailer’s New York, San Francisco, Beverly Hills and Las Vegas stores are to carry the scents until the spring, when Barneys Chicago will receive the line, as may Bergdorf Goodman, which currently carries Schön’s inaugural entry, Escentric Molecules 01.
Additionally, distribution of the brand is being expanded in Asia along with the opening of new Neil Barrett fashion boutiques, which carry the scents, in markets like Japan, South Korea and Singapore.
All in all, the Escentric Molecules brand is carried in about 150 to 160 doors worldwide.
“That’s enough,” insists Schön, “We don’t want to be everywhere.”
The appearance of the new scents is triggering increased sales of the first edition, according to Schön and his business partners Jeff Lounds, a branding expert with This Company, and design guru Paul White, of Me Company.
“Sales of both [01 and 02] have exceeded our expectations,” said Lounds, who added that he projects total sales of Escentric Molecules will be about 2 million British pounds, or $3.7 million at current exchange, next year.
The brand’s strongest markets are Italy, England, Germany, Spain and Russia, where it is often found in concept stores like Colette, but Escentric 01 has also proved a top mover in Hong Kong’s high-end Lane Crawford department store.
Molecule 02 is solely composed of Ambroxan, a scent molecule originally found in ambergris that has a mineral smoothness. Escentric 02 is described as an effervescent blend with a high concentration of Ambroxan along with vetiver, orris and elderflower. The initiative is meant to be an unusual and transparent approach to perfumery in these times when lists of fragrance notes can include items like “frosted sheer musk” and “chocolate cosmos.”
The three-year-old Escentric Molecules 01 line, which comprises Molecule 01 and Escentric 01, is based on Iso E Super, a synthetic scent molecule that’s woody, warm and soft, and has a fragrance that disappears and reappears over time. The scent pair found itself in the midst of a lot of buzz, and reportedly on the pulse points of celebs like Kate Moss, Elton John and Dita Von Teese.
Schön plans to keep the line well-edited, waiting at least two years between releases to ensure what he calls the integrity of the brand. “I can foresee [Escentric Molecules] 03-06, but beyond that I’m not sure.”
All four Escentric Molecules scents are unisex eaux de toilette and come in 100-ml bottles. Escentric 01 and Molecule 01 are priced at about 100 euros, or $144.19 at current exchange. Escentric 02 and Molecule 02, which, according to Schön, contain ingredients costing twice as much, sell for about 115 euros, or $165.82.
Breaking News: @louisvuitton's men's artistic director @mrkimjones is leaving the French fashion house after nearly 7 years. Jones joined Louis Vuitton in 2011, following a three year tenure as creative director of British luxury goods brand Alfred Dunhill. Jones is to exit Louis Vuitton after showing his fall 2018 collection for the brand in Paris on Thursday. Read the full exclusive story on WWD.com. Link in bio. #wwdnews #wwdfashion
For men’s fall 2018, @giuseppezanotti drew on elements from streetwear, sport, biker, combat and rock ‘n’ roll. Pictured here are a pair of shoes from the collection, featuring zippers, rhinestones, and silver hardware. Head to WWD.com to see a roundup of the accessories from Milan’s men’s fall 2018 shows. #wwdfashion (📷: Andrea Delb)
To celebrate the 25th anniversary of @ralphlauren’s snowboarding collection, the brand is mining its archives. The iconic brand is reintroducing vintage styles and dropping new designs for a color capsule that will be available in Ralph Lauren stores and @openingceremony on January 25. The capsule will consist of 10 pieces, including the Snow Beach Pullover, pictured here, which is a collector’s item that rapper Raekwon wore in Wu-Tang Clan’s “Can It Be All So Simple” video. #wwdfashion (📷: Tom Gould)
For @rochasofficial’s pre-fall 2018 collection, creative director Alessandro Dell’Acqua channeled the sophisticated and intriguing Catherine Denevue in the film “Belle de Jour.” Polished collarless coats, midi skirts, suits and ’60s graphic motifs were all featured in the collection, adding a sense of discreet luxury. See the rest of the photos on WWD.com #wwdfashion
“We tried to produce clothing of that couture quality, but the most daunting part was that we only had a matter of days [to do it],” said costume designer Lou Eyrich, who recreated Gianni Versace’s iconic looks for @americancrimestoryfx. Eyrich searched online retailers and vintage shops for original pieces from the design house and for @penelopecruzoficial, who plays Donatella Versace. Head to WWD.com to read how she created the Versace world. #wwdfashion
Only three months after her stellar debut catwalk season, @kaiagerber has inked her first big design collaboration –– with @karllagerfeld. The collection blends Lagerfeld’s Parisian chic aesthetic and the model’s signature West Coast casual style via RTW, accessories, footwear and more. The #KarlLagerfeldxKaia collection will launch in September with a series of events. Get all the details on WWD.com. #wwdnews #wwdfashion
Harrods plans to remove the famous statue of Princess Diana and Dodi Al Fayed from the bottom of the Egyptian escalators and hand it back to Mohamed Al-Fayed. “We are very proud to have played our role in celebrating the lives of Diana, Princess of Wales and Dodi Al Fayed at Harrods and to have welcomed people from around the world to visit the memorial for the past 20 years,” said Michael Ward, Harrods managing director. “With the announcement of the new official memorial statue to Diana, Princess of Wales at Kensington Palace, we feel that the time is right to return this memorial to Mr. Al Fayed and for the public to be invited to pay their respects at the palace.” More on the news, with reporting by @loreleimarfil, at WWD.com. #wwdnews