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Fresh Fetes New Scent

Fresh Inc. marked the West Coast launch of its latest scent, called Cannabis Rose, with a luncheon atop Hollywood's Roosevelt Hotel last week.

LOS ANGELES — Fresh Inc. marked the West Coast launch of its latest scent, called Cannabis Rose, with a luncheon atop Hollywood’s Roosevelt Hotel last week.

The new eau de parfum comes at a time when Fresh is putting the finishing touches on a rebranding effort and it is meant to be a feminine counterpart to Fresh’s two-year-old masculine scent, Cannabis Santal — although Fresh co-founder Lev Glazman noted both fragrances have unisex appeal.

“We wanted to do a very different take on rose,” said Alina Roytberg, Glazman’s wife and Fresh’s other co-founder. “This is a very modern, very contemporary, but very deep way to approach it.”

Cannabis Rose’s top notes are Bulgarian rose, pomegranate flower and bergamot; its middle notes are cannabis accord, sheer jasmine and dark chocolate, and it has a base of white musk, patchouli and oolong tea.

The 100-ml. eau de parfum is priced at $75, and industry sources estimate it could generate $1 million in first-year sales at nearly 270 doors between Sephora, Neiman Marcus, Saks Fifth Avenue and Fresh’s branded stores.

Fresh is on the heels of a comprehensive effort to bolster its brand image following the March 2007 appointment of chief executive officer Jean-Marc Plisson. The company, which is majority owned by LVMH Moët Hennessy Louis Vuitton, also moved its headquarters from Boston to New York.

“Unifying the packaging has made the consumer understand the brand,” Glazman said of the branding effort. “Before, it was all about collections. We broke the collections down and made it about one line.”

Fresh plans to open a Los Angeles-area store at the Westfield Century City mall later this year, and the brand recently added a Las Vegas location at The Shoppes at The Palazzo to bring its total to 14 stores worldwide.

Roytberg said Fresh’s bestselling products — such as those within the Sugar collection and the Supernova Mascara — are consistent everywhere. “I’m obsessed with their mascara,” gushed “Scrubs” actress Sarah Chalke, who was joined at the luncheon by Eva Mendes and Elizabeth Banks.