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Kenzo’s Lucky Seven: Power

Parfums Kenzo is banking on flower power again for its new men's scent, Kenzo Power, due out starting at the end of August.

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.

This story first appeared in the August 1, 2008 issue of WWD.  Subscribe Today.

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.