When Oribe first launched its hair-care line in 2008 with a memorable bold scent, cofounder and president Tev Finger thought the fragrance would have a negative effect on sales.
But he was wrong.
“The fragrance is probably the top performer of the products themselves,” said Finger. “I hear more about the fragrance almost more than everything else. It totally caught me by surprise.”
The luxury brand is making a statement with the debut of two unisex perfumes, Côte d’Azur, which is a signature scent that runs through a bulk of the hair-care line, and Silver Pearl.
“I always felt that fragrance was a major ingredient that was missing in luxury hair care,” said Oribe Canales, cofounder of Oribe. “Scent is such an important aspect of who we are and how we respond to things.”
Daniel Kaner, cofounder and president of Oribe, added, “Fragrance was never intentional in hair care. It was technically a generic second thought.”
For Côte d’Azur, described as a citrus floral, Oribe worked with Jerome Epinette and Pierre Wulff of Robertet. The scent kicks off with top notes of fresh lemon, plum, black currant, Calabrian bergamot and Sicilian orange; over a heart of tuberose, blue cyclamen and white butterfly jasmine, and a drydown of sandalwood, vetiver and crisp amber.
Silver Pearl, which was also created by Epinette and Wulff, is described as a green fougère. Top notes include bergamot, green fig and fresh mint; atop a heart of geranium, lavender, bamboo accord and water lily, with a base of black amber, dewy violet and leather accord.
For the launch, Oribe’s network of salons will be its core distribution. With hair care, the company generates 95 percent of its revenue in salons.
“We are marketing directly to our stylists and they will market directly to the consumer,” said Kaner.
Côte d’Azur and Silver Pearl eau de parfum sprays, each 50 ml. for $85, will launch in September at 1,400 salons.
Executives declined to discuss sales projections, but industry sources estimate the scents could do upward of $10 million at retail globally in its first year on counter. Industry sources also predict sales will double next year.
A grooming moment between @tanfrance and @antoni last night at the The LGBT Community Center Trailblazer Awards honoring Anna Wintour, Ricky Martin and more. See more photos at WWD.com #wwdeye (📷: @lexieblacklock)
“It was a very surreal feeling. It wasn’t like we were in the studio together coming up with it — it’s more like he discovered it and loved it. I didn’t let myself get my hopes up, but then it happened it was very exciting,” said singer-songwriter @nombe on discovering that @pharrell would be using his song, “Cant Catch Me” on his HBO documentary series “Outpost.” The German-born singer — named Noah MacBeth — talked to WWD about feminism, using art as a platform for political expression and personal style. Read more on WWD.com #wwdeye (📷: @jilliansollazzo)
This season, denim is going west – in influence. Brands like @fathersdaughterla (pictured here), @tommyhilfiger Jeans, @levis and more are opting for raw, top-stitching styles. (Styled by @thealexbadia; 📷: @ryanplett)
20-year-old British singer @jorjasmith_ made her debut at Coachella last weekend. We caught up with her and talked about her love for Amy Winehouse, working with Kendrick Lamar on the “Black Panther” album and her fashion philosophy. Read the interview on WWD.com #wwdeye (📷: @katiedaisyla)
Supermodel @helenachristensen teamed up with longtime friend and designer @camillastaerk on a joint @paredeyewear collaboration. The lineup features three styles and 11 offerings, all of which embody a vintage feel. Get all the details on how they celebrated the collab on WWD.com. #wwdaccessories #wwdeye (📷: @slovekinpics)
“It’s a hard industry to keep motivated, as well, so finding different subjects and people is what makes it worth it – when you’re like, oh, I’ve met great people, I feel like I’ve done something good, and I feel proud of having done this,” said French actress Stacy Martin on being grateful for the variety of roles she’s take on. Read @ktauer’s full interview with Martin on her her latest film “Godard Mon Amour.” #wwdeye (📷: @danieldorsa)