PARIS — Parfums Kenzo is banking on flower power again for its new men's scent, Kenzo Power, due out starting at the end of August.
It is the seventh fragrance for guys from the LVMH Moët Hennessy Louis Vuitton-owned brand and comes eight years after its blockbuster Flower by Kenzo women’s fragrance.
“When we look at the Kenzo fragrance portfolio, Flower by Kenzo has been the star since its launch in 2000. It embodies a bold creativity that not only set new standards for the industry but also brought tremendous commercial success worldwide,” said Philippe Lesne, regional director of North and Latin America for Parfums Kenzo. (In France, for instance, Flower by Kenzo ranks among the top five prestige women’s fragrances.)
“So this year, our goal is to bring out a fragrance for men that is equally innovative and successful,” he added.
Kenzo executives would not discuss sales projections, but industry sources believe the fragrance will generate $150 million in first-year retail revenues worldwide.
International Flavors & Fragrances perfumer Olivier Polge was given a brief to come up with a flower for men. With that in mind, he dreamed up an imaginary flower for his woody amber composition.
“It’s not a real flower; it is an association of flowery notes, and then you have softness because of tolu balsam,” said Odile Lobadowsky, president and chief executive officer of Parfums Kenzo.
“Kenzo Power gives a general feeling of ‘flower’ with a woody drydown,” added Patrick Guedj, creative director of Parfums Kenzo.
Beside the floral part of the juice, other notes include bergamot, coriander, cardamom, cedar and labdanum.
Kenya Hara designed both Kenzo Power’s minimalist outer packaging and streamlined bottle, which takes its cue from a sake bottle he created.
Advertising was conceived and shot by Guedj and stars model Andy Gillet.
“It’s really the story between a man and a flower,” said Guedj, who explained there's also an association between the image of a woman and that of a flower. “At the end of the film, he goes out of the room with the flower just to take it from the darkness to go into the light.”
There will be a 60-second version of the film for the Internet, a 45-second iteration for movie theaters and a 30-second one for TV. The print ad will appear as single and double pages.
The new fragrance will be introduced in North America, Europe, Russia and Australia between the end of August and early September. In the U.S., it is to be launched exclusively in Bloomingdale’s and in Canada in The Bay. Elsewhere, the launch will take place between yearend and early 2009.
The Kenzo Power line will include a 60-ml. eau de parfum spray for $55, a 125-ml. eau de toilette spray for $75 and a 750-ml. eau de toilette spray for $300. Ancillaries comprise a 150-ml. aftershave balm for $47, a 125-ml. aftershave spray for $49, a 75-ml. roll-on deodorant for $22, a 150-ml. spray deodorant for $28 and a 150-ml. hair and body shampoo for $28.
Leading luxury brand are shaking things up to keep up with streetwear. Case in point: the arrival of @mrkimjones as artistic director of @diorhomme. Jones, who succeeds @Kris_Van_Assche, is seen as one of the handful of designers who can actually straddle the luxury and streetwear worlds — which could lead to even more changes at established brands. What could this mean for the rest of the menswear landscape? Head to WWD.com to find out what experts predict #wwdfashion (📷: @franckmura)
“It’s like buying groceries. You’re going to buy the best mango, the best mozzarella, the best things. You have to, or others are going to take it all,” said @gabrielahearst on why she uses only the finest fabrics. Last week, Hearst received her first @cfda nomination for Womenswear Designer of the Year, and earlier this month she opened a permanent showroom in Paris. To read @jessiredale’s interview with the designer and find out why this is shaping up to be a big year for her, head to WWD.com. #wwdfashion (📷: @francoisgoize)
“It’s an interesting thing, playing a younger version of your mother. It’s an interesting concept. I adore my mom and love her in every capacity, but it was just something that had never crossed my mind,” says @anniemstarke on playing a young Joan Castleman in “The Wife.” The same role will be played by her mother Glenn Close. Read more about her growing up in the film industry as the daughter of producer John H. Starke and Close and what she has planned for the future #wwdeye (📷: @nataliamantini)
@asics is launching a new streetwear sneaker inspired by its latest ambassador, @steveaoki. The Hyper-Kenzen x Aoki, which will launch at @footlocker stores exclusively tomorrow, is a slip-on style that incorporates the brand’s proprietary Gel technology through beads integrated into the midsole for comfort and endurance. Read the full story on WWD.com.
@beyonce chose a custom gown by @falgunishanepeacockindia for mother @mstinalawson 's second annual Wearable Art Gala last night. The gown, which took 10 days to make, was inspired by Nubian warrior queen Amanishakheto. Reporting by @hernameislex . #wwdeye 👑 🐝#beyonce
After dressing @justintimberlake for his Super Bowl halftime performance last month, @stellamccartney has designed the star’s "Man of the Woods" tour wardrobe. Timberlake will be wearing a mix of pieces from McCartney’s fall men's collection as well as custom designs and items from his own closet. #wwdfashion