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PARIS — Hermès Parfums is adding to its cologne offer Les Colognes Hermès, with two new scents this spring, forming a collection of five minimal flacons of colored juice housed in the brand’s distinctive orange boxes.
Eau de Mandarine Ambrée and Eau de Narcisse Bleu, created by house perfumer Jean-Claude Ellena, will join the unisex collection in all the brand’s sales points worldwide on April 1.
“I strongly believe in the development of the cologne collection,” said Catherine Fulconis, Hermès Parfums’ chief executive officer. “We have the ambition to create a territory that will be faceted and strong in our offer, which will grow each year.”
Eau de Mandarine Ambrée is built around a made-to-measure green mandarin note and is a lively, relatively traditional citrus cologne with elements of passion fruit and amber.
Eau de Narcisse Bleu, meanwhile, is more complex and is intended to evoke a sense of touch and a certain roughness, a concept Ellena had been mulling over in his intellectual approach to scent for some time, he said. Its dense narcissus scent is heightened with orange blossom and galbanum and a woody accord.
“The first is quite immediate, the other is more complex,” Ellena explained during a press launch held during a cruise down the Seine on a yacht formerly owned by Sophia Loren, in line with the company’s sporting theme for 2013?
According to Fulconis, the brand’s colognes are most popular in France, as well as southern European markets. “In our Hermès stores, it is a proposition that works well, comparatively better than in general distribution,” she added, explaining that this is perhaps because “the customer base is more attached to Hermès’ values.”
The launch will be supported by in-store visuals but will not otherwise be advertised.
Fulconis declined to reveal sales expectations, but according to industry sources, the cologne collection currently represents approximately 15 percent of Hermès Parfums’ business worldwide.
Hermès Parfums registered sales of 184.1 million euros in 2012, or $243.1 million at average exchange rates for the period. Its scent sales grew 15.5 percent last year.
The two new colognes will be available in 100ml and 200ml versions, priced at 89 euros and 117 euros on the French market, or $117.61 and $154.61 at current exchange, respectively.