PARIS — As its name suggests, Voyage d’Hermès is a fragrance meant to conjure the essence of travel.
The new unisex scent, due out this spring, will ultimately be sold in Hermès’ full distribution worldwide.
“Since the beginning of its history, Hermès has always explored, crossed frontiers,” said Catherine Fulconis, Hermès Parfums’ chief executive officer, referring to the house’s origins as a harness and saddle maker. “Travel is a manner of being. Whether immobile or mobile, [it] sharpens the sense of curiosity. You leave yourself, go toward the other, toward elsewhere, toward the unknown. And it’s that which interested us.”
Hermès perfumer Jean-Claude Ellena created the scent’s woody fresh musky juice. It is full of contrasts and compliments, company executives explained, giving as examples that there’s a freshness — to connote the excitement of a departure — and a softness, which is brought on with woody and musky notes.
Philippe Mouquet, Hermès’ designer of objects and prints, created Voyage d’Hermès’ “bottle object” that has an anodized aluminum outer part that recalls a stirrup and saddle tack. It pivots around the glass flacon, allowing its spray nozzle to be covered up or not.
“We asked [Mouquet] for an object that expresses travel,” said Fulconis, adding other criteria included that the design be simple, precise, timeless and innovative.
There’s an emphasis on ease-of-use and portability, which is why the bottle can be topped up with a refill that plugs into the fragrance bottle. The 35-ml. iteration is the star size in the line.
It has “the spirit of movement,” according to Falconis.
For Voyage d’Hermès’ outer box, Mouquet worked with graphic designer Fred Rawyler. They took a cue from the cloth material with chevrons that Hermès uses to make its protective drawstring sleeves. There’s also a depiction of the brand’s signature ribbon on the box.
Both single- and double-page print and film advertising for Voyage d’Hermès were shot by Eric Valli. A cabinetmaker by training, at the age of 18 he kicked off what turned into years of travel with a trip across Afghanistan by horse. His photos have appeared in magazines such as National Geographic and Paris Match and he has also directed movies.
Voyage d’Hermès’ ad campaign was conceived to depict an imaginary voyage and symbolic meeting of a galloping horse and a flying bird (which stand for — among other things — force and freedom), Hermès executives said.
“It’s the extension of the myth of Pegasus,” said an Hermès spokesman.
The ad’s film version, which comes in 40-, 30- and various 20-second takes, will be used notably in France on TV and in movie theaters. It is to be online, as well.
Voyage d’Hermès won’t be part of Hermès’ existing fragrance collections, such as Hermessence, Parfums-Jardins or Cologne. It will be carried in the brand’s full distribution of approximately 10,000 doors worldwide (as are Terre d’Hermès and Eau des Marveilles), said Hermès executives.
Hermès executives would not discuss sales projections, but industry sources estimate Voyage d’Hermès will generate 25 million euros, or $33.8 million at current exchange, in first-year wholesale revenues worldwide.
Voyage d’Hermès is to be launched starting mid-March in Hermès stores and then be rolled out in early April.
Under a recent partnership, Beauté Prestige International USA will distribute the fragrance in the U.S., where it is to be introduced in 275 sales points. Most of them will be specialty stores, including 30 Hermès boutiques. Saks Fifth Avenue, Neiman Marcus and Hermès locations will put the product on counter on March 26. Bergdorf Goodman will follow on April 10, then Barney’s New York, Nordstrom, Bloomingdale’s and Sephora are to sell the scent starting Sept. 1.
For the U.S., 650,000 scented impressions will be made and 2-ml. deluxe samples are to be disseminated.
Nicholas Munafo, president of BPI USA, said since taking over the Hermès distribution six months ago, “we have been extremely encouraged by the extraordinary results we’ve seen in so short a period of time,” including during the holidays.
Voyage d’Hermès will come as a 35-ml. eau de toilette for 63 euros, or $85.23; the 100-ml. edt (which resembles the 35-ml. from straight on but is actually wider) is 90 euros, or $121.75, and the 125-ml. recharge is 74 euros, or $100.13. Ancillaries include a 200-ml. shower gel for the body and hair for 42 euros, or $56.83, and a 150-ml. deodorant spray for 28 euros, or $37.89. Prices are for France.
My character, Dinah Madani, is just the coolest, [most] badass woman imaginable," says @amberroserevah. The actress stars in @marvel's newest series on @netflix, @thepunisher. To prepare for her role, Revah sat down with Homeland agents to get a real sense of with Dinah's day-to-day life is really like. Read our full interview on WWD.com. #wwdeye (📷: @jilliansollazzo)
A scene from the 91st annual @macys Thanksgiving Day Parade. The parade, which boasts 50 million TV viewers and 3.5 million on-site spectators, is considered one of the largest and most watched parades in the world. (📷: Jason Szenes/EPA-REX)
The circus came to @bloomingdales 59th Street on Tuesday night and lit up Lexington Avenue with acrobatic dancers, death-defying knife throwing, sword swallowing and aerial acts with no net. The 45 minutes of theatrics built up to unveiling the holiday windows depicting @swarovski crystal-encrusted circus pieces and scenes from “The Greatest Showman” – songs from the soundtrack included. See the rest of the photos on WWD.com #wwdfashion (📷: Joshua Scott)
The psychedelic fashion that pervaded the ’60s is back with an exhibit at the @museumofcityny. “Mode New York: Fashion Takes a Trip” chronicles the changing styles from 1960 through 1973 and features designers such as @ysl, @oscardelarenta and more. The exhibition, which is on display through April 1, is organized into four periods: First Lady Fasion, Youthquake, New Bohemia and New Nonchalance. Pictured here is model Pat Bardonella during the Garvey Day Parade in 1968. (📷: @kwamebphoto) #wwdeye #wwdfashion
“People should be a lot more honest in expressing both the dark and light of themselves. We need to give each other the space to do that because it’s the only way we can grow and evolve,” says @noelwells of her new film “Mr. Roosevelt,” which is largely based on her own struggles. Unexpectedly leaving @nbcsnl in 2014 after just one season, Wells felt set back in her self-esteem and career trajectory. She quickly refocused her energy to more personal projects, which led to the completion of “Mr. Roosevelt.” Read the rest of WWD’s interview with the “Master of None” actress on WWD.com #wwdeye (📷: @jilliansollazzo)
@barbrastreisand is giving fans a chance to see her perform up close in a new concert series, which makes its debut on @Netflix today. From behind-the-scenes takes to her concert performance in Miami last December, the two-hour streaming special captures Streisand in her element. Pictured here is the singer/actress photographed for WWD in 1963. (📷: Palmieri Tony) #wwdeye #wwdarchive
@chanel and @pharrell dropped what’s being dubbed as the world’s most exclusive sneakers yesterday. The Adidas Originals NMD Hu, which Williams designed in collaboration with Chanel and @adidasoriginals, has a waiting list of over 120K people who pre-registered online at chanelatcolette.fr –– and only 500 pairs are on sale. The singer predicted the resale value of the shoes could reach $40K. Read the full interview on WWD.com. Link in bio. #wwdfashion (📷: Dominique Maître)
@imanshumpert is diving deeper into his creative endeavors and relaunching his clothing line, Post 90s, and is helping to raise money for the hurricane victims in St. Maarten with a jersey he’s designed with his brother. The Cleveland Cavaliers player talked to WWD about kneeling during the national anthem, working with fashion brands and how he wants to be more than an @nba player. Read the interview on WWD.com #wwdfashion (📷: George Chinese)