Frédéric Malle held court in the Penthouse at Barneys New York’s Madison Avenue flagship Tuesday evening to unveil his latest fragrance, a women’s scent called Dans Tes Bras that’s set to be launched in the fall.
This story first appeared in the July 11, 2008 issue of WWD. Subscribe Today.
The scent, whose name translates to “In Your Arms,” is the second to be created by perfumer Maurice Roucel for the Editions de Parfums Frédéric Malle assortment.
Malle said he didn’t want to do “a sequel” to Roucel’s first Editions fragrance, a 2000 launch called Musc Ravageur, which Malle described as having an “extroverted sensuousness.” Rather, for Dans Tes Bras, “We tried to portray an understated sensuality, a fragrance to mingle with the skin,” said Malle. “We wanted to portray warm, salty skin.”
For Dans Tes Bras, Roucel mixed top notes of bergamot, clove, violet and jasmine with a heart of sandalwood, patchouli, incense and cashmeran and a base of heliotrope and white musk.
The scent, which will come in a 100-ml. version for $220 and a 50-ml. size for $150, is the 18th Editions fragrance.
It will be launched exclusively at Barneys in late October.
Bettina O’Neill, the retailer’s vice president and divisional merchandise manager for women’s cosmetics and fragrances, noted that Editions is “our number-one fragrance brand.” She added that the business is up by 50 percent to date and driving performance is the “quality and experience of the brand.”
O’Neill said she expects Dans Tes Bras to be one of the brand’s three top sellers, along with Musc Ravageur and Carnal Flower, a 2005 entry.
Internationally, Dans Tes Bras will be introduced at Holt Renfrew in Canada, and at Edition’s 50 points of sale in Europe, including the firm’s three freestanding stores in Paris. Malle also anticipates opening an in-store boutique at Liberty in London in October.
Industry sources estimate the scent could generate first-year retail sales of $500,000 globally.