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.
Exclusive: Nicola Formichetti is parting ways with @diesel after nearly four years. Formichetti, who served as Lady Gaga’s stylist in 2009, joined Diesel in 2013 as creative and artistic director. His first show debuted in Venice with a show held at the Venetian Arsenal. #wwdfashion #wwdnews
The polo shirt - an icon of preppy style - is roaring back into fashion in many creative guises, like this A-line polyester top from @carven, worn with @31philliplim cotton and elastane pants. Designers stretched a fashion classic into all kinds of new permutations this season. See how @mayteallende styled the preppy trend on WWD.com #wwdfashion (📸 : Kinya)
(Market Editors: @andrew_shang and @elmercer, Makeup: @amandawilsonmakeup using @fentybeauty, Hair: @gonn24, Model: @bara_holotova at @women360mgmt)
“I do like period [projects] a lot because I like creating those worlds, a world that is different from today," costume designer Mark Bridges said about the '50s British couture featured in @phantomthread. Bridges created the overall aesthetic and individual fashion looks for the film, which stars Daniel Day-Lewis, Lesley Manville and Vicky Krieps. Pictured here is a gown he designed for Krieps who plays Alma – the love interest of Day-Lewis' character, Reynolds Woodcock. #wwdfashion
@prada is embracing the holiday season with a series of short movies about the art of gift-giving. "The Postman's Gifts", which was directed by American filmmaker Autumn de Wilde, focuses on the brand's signature Prada Galleria bag and features Elijah Wood as the postman. In the first two episodes, Wood's delivers the iconic bag to @emmaroberts, who plays herself as a movie star, and Sasha Frolova. #wwdfashion
“I think I never met the person while we were working,” Vicky Krieps said of Daniel Day-Lewis, who she plays the love interest of in “Phantom Thread.” Day-Lewis remained perennially in character, so much so that she feels she’s just meeting him now. “It’s interesting to see how different he is in real life to the character,” Krieps said. WWD sat down with the 34-year-old actress to talk about her new role in the period film, which brings the fifties’ gender dynamics into the mix. Read more on WWD.com. #wwdeye (📷: @lexieblacklock)
@gucci has expanded its “Places” project to include six new cities. The initiative, which was first unveiled in July, aims to invite people to explore inspirational locations for the brand. On the list is the Biblioteca Angelica library in Rome pictured here. See the other five new venues on WWD.com. #wwdfashion (📷: @massimo_listri_official)
#ad From tools to lashes, WWD rounded up wellness and beauty products guaranteed to take your skin care and makeup routines to the next level in 2018. Follow along as @laceandleatherbyelyse, @ashnfashn and @elleisalwayshere experiment with these products on their Instagram profiles and blogs. #NewYearBetterYou
Blogger @camilacoelho is one of the fastest growing beauty influencers around the world. The bilingual blogger has worked with brands like @revolve Beauty, @dior, @louisvuitton and more and has an Earned Media Value of $34,338,441, according to @tribedynamics. But Coelho isn’t the only influencer making a major impact — head to WWD.com to see the other fastest-growing influencers in six key global markets. #beautyfridays (📷: @zefashioninsider)