By  on February 25, 2010

BERLIN — M&W Prestige Cosmetics, the selective arm of Mäurer & Wirtz, has entered its third act.

That’s how Thomas Seeger-Helbach, director of marketing and new business at Mäurer & Wirtz, described a licensing partnership struck last year with Strellson for an upcoming fragrance launch for the Swiss men’s wear brand.

This latest turn follows the Stolberg, Germany-based fragrance firm’s determined leap into the selective market with the lingerie-inspired Pussy Deluxe women’s fragrance line in 2007, and last year’s update of the iconic German brand 4711 with the launch of a five-item, unisex fragrance collection called Acqua Colonia.

The new fragrance, called Strellson No. 1, was composed by Givaudan, and includes notes of citrus, black pepper, iris and what’s called ScentTrek Wacapou, a trademarked fragrance molecule said to provide a warm, woody note with elements of white musk.

The minimalist bottle is made of rectangular glass and is coated with a black rubberized finish that’s embossed with the name of the scent in white.

The Strellson No. 1 launch is planned for mid-March and the scent will make its debut in selective distribution channels in Germany, including at department stores; Douglas and other perfumeries, as well as Mueller, a drugstore chain with a separate selective section for cosmetics.

In addition, the eau de toilette will be carried at Strellson stores.

Seeger-Helbach estimates the brand will do 3 million euros, or $4.1 million at current exchange, in retail sales volume in Germany alone, in 2,500 to 3,000 doors in the country.

The scent comes in 30-, 50- and 100-ml. versions that are priced at 35 euros, 45 euros and 65 euros, or $47.56, $61.09 and $88.25, respectively.

Next up for M&W Prestige Cosmetics is a fragrance line created along with German bad-boy fashion designer Michalsky — a skilled self-promoter. This initiative stands to push M&W Prestige Cosmetics even further into the selective realm.

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