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PARIS — In conceiving L’Eau d’Issey Pour Homme Sport, the scent due out starting in March, man and nature’s relationship was kept in mind.
This story first appeared in the February 24, 2012 issue of WWD. Subscribe Today.
“Sport at Issey Miyake will never be [about] competition,” explained Nathalie Helloin Kamel, vice president of Parfums Issey Miyake and Elie Saab at Beauté Prestige International.
Perfumer Jacques Cavallier, who created the original L’Eau d’Issey pour Homme scent in 1994 and concocted Homme Sport while still at Firmenich, envisaged a skier who has just reached a summit and takes in a deep breath of fresh air. To obtain that effect olfactively, Cavallier opted for notes including bergamot and grapefruit in the top, nutmeg (which also plays a role in L’Eau d’Issey pour Homme) in the heart and vetiver and cedar in the base.
For the new fragrance’s bottle, BPI executives worked with architect and designer Renato Montagner, who specializes in sports equipment. Homme Sport’s flacon was given a reflective, transparent quality (similar to that of ski goggles) and its cap is reminiscent of the grip found on gear like tennis rackets.
The new scent is to be introduced on March 1 in France, Belgium, Italy, the U.S. and Asia, followed by Switzerland and Austria on March 26. The U.K. will get the fragrance on April 30, while Portugal and Germany are slated for May.
The Sport Homme line includes 50- and 100-ml. eau de toilette sprays, priced in France at 52 euros and 73 euros, or $69.20 and $97.15 at current exchange, respectively. There will also be a stick deodorant and a body and hair wash in the collection.
BPI executives would not divulge sales projections, but industry sources estimate Homme Sport will generate first-year retail sales of 35 million euros, or $46.6 million.
Backing the scent’s launch will be a digital platform, including minute-long videos featuring nine different extreme sports — such as kite surfing, base jumping and snowboarding — plus a blog for athletes.
The Homme Sport project should give “a new modernity to the [Issey Miyake] brand” and a means for it to recruit new consumers, said Helloin Kamel, who added the original L’Eau d’Issey pour Homme scent maintains a strong, faithful client base.