Fresh has teamed up with Sony Pictures to create the Eat, Pray, Love fragrance collection, based on the best-selling memoir of the same name by Elizabeth Gilbert.
The trio is set to launch on July 15, before the movie of the same name — starring Julia Roberts — is released on Aug. 13.
“We have been working for the past 18 months on several new directions for the brand,” said Jean-Marc Plisson, chief executive officer of Fresh Inc. at LVMH Perfumes & Cosmetics North America. “We used to be a very fragmented brand with lots of great, but unrelated, products in the eyes of the consumer. One of our key strategies has been to create lifestyle items that you get excited about in-store. In beauty, we have to find ways that give interest to the customer to see you and feel good about it. With the Eat, Pray, Love collection, we’re partnering with Sony and with movie theaters and retailers to provide not just a product, but an experience.”
Lev Glazman, co-founder and fragrance director of Fresh, noted that the process of creating the trio of scents took him back to the book. “I found myself trying to translate the words into scents,” he remembered. “With each scent, I had the chance to create another emotion. And I also created them so that consumers can wear them together — each scent is a different chapter of experience.”
Eat has top notes of Italian lemon, basil and bergamot; a heart of plum, red current and rose, and a drydown of caramel, meringue and vanilla. Pray has top notes of elemi, pink pepper and juniper berry; middle notes of incense, peony and rose, and a drydown of patchouli, amber and musk. Love has top notes of bergamot, red currant and mango blossom; a heart of tiare and dewy jasmine, and a drydown of sandalwood, vetiver and velvet amber.
Each will retail for $32 for a 1-oz. eau de parfum spray.
Alina Roytberg, co-founder and creative director of Fresh, designed the striking, fabric-inspired outer packaging. Eat’s is in shades of yellow; Pray (Roytberg’s favorite) is rendered in shades of pink and Love’s predominant color scheme is blue.
An Eat, Pray, Love candle trio also will be offered, for $45.
An extensive online campaign is planned, noted Plisson. It will go live within the next two weeks. Direct mail also will be part of the plan. While none of the executives would discuss sales projections, industry sources estimated that the limited edition collection could do $1 million at retail.
The scents will be available exclusively at Fresh’s 14 U.S. stores and on fresh.com.
“For Fresh, retail is a business — we are a retailer in beauty,” said Plisson, adding that branding and visuals also are squarely in his sights. “I want to continue to evolve, but that may or may not include more stores. I think it is more important to sharpen the brand in doors where it already is. We are also using the stores as a laboratory to see what works and what doesn’t.”
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