As the brand celebrates its 30th anniversary, Polo Ralph Lauren hopes its classic men’s fragrance will attract a new generation of users with Polo Modern Reserve, a scent designed to give an alternative to existing consumers while grooming their sons.
“We wanted to celebrate the timelessness, heritage and legacy of the brand,” said Guillaume de Lesquen, president, worldwide, of the Ralph Lauren Fragrances Division of L’Oréal. “In the men’s area, there isn’t another brand as iconic as the Polo fragrance in terms of its packaging, juice and story.”
As one of the oldest designer fragrances in the market, the Polo Ralph Lauren men’s fragrance still ranks in the top 15 men’s fragrances in the U.S., said de Lesquen citing NPD sales figures.
“With the launch of Modern Reserve, our goal is to have it land in the top 15 fragrances,” said de Lesquen.
Although company executives wouldn’t comment, industry sources expect the new fragrance to bring in $20 million in first-year retail sales, with the Polo franchise worth about $300 million.
The company is hoping to target the existing Polo Ralph Lauren consumer, in addition to a younger Polo consumer in his mid-20s and 30s, said de Lesquen.
“We wanted our fragrance to bring back our loyal users as well as a new younger consumer — the sons of the Polo customer,” said de Lesquen.
Launching this month, Polo Modern Reserve will be available in 2,500 doors including Belk’s, Macy’s and Dillard’s. For the fragrance, the company looked to the original perfumer of Polo, Carlos Benaim of International Flavors and Fragrances to reinvent the classic men’s scent. The “woody and leather” fragrance is composed of top notes of cardamom, fresh-cut basil, pimento berry; middle notes of vetyver-leather, liquid jasmine, myrrh incense; and bottom notes of humidor wood, patchouli and sueded leather. New ingredients used in the fragrance includes cardamom spice in place of chamomile in the top notes and vetyver-leather instead of tobacco in the middle notes.
“It’s a reinterpretation of the classic for today’s market that is a little stronger and more masculine but still has the same heritage,” said Leslie Marino, general manager of L’Oréal Designer Fragrance Division. “We’re using some of the same ingredients but using some of the latest technologies and using purer raw materials.”
Polo Modern Reserve is staying close to its origins by capturing its equestrian tradition with the polo player on the signature green glass, inspired by a flask.
“We wanted to celebrate the iconic bottle of the classic Polo fragrance, and pay tribute to its timeless appeal in a modern, luxurious way,” says Leena Jain, director of marketing for Ralph Lauren Fragrances.
The fragrance will be available in two sizes — a 4-oz. eau de toilette for $62.50 and a deluxe limited edition 8-oz. bottle for $200, which uses 24-karat gold and comes in a limited numbered leather box.
Instead of doing a traditional television and print advertising campaign, the company will support the Modern Reserve launch with an aggressive in store sampling effort along with visuals at the counter.
“We wanted to bring our customers back to the world of Polo by getting their attention at our stores,” said Marino.
EXCLUSIVE: @tomford is opening its first-ever beauty store. The boutique, which opens November 20 in London’s Covent Gardens, was designed with the over-the-top glam Ford is known for. Read the full story on WWD.com, link in bio. #wwdbeauty #wwdnews (📷: Simon Wagner) #TomFordBeauty
New York-based DJ @harleyvnewton threw a party to celebrate the holiday collection of her dress and pajama line @hvn at the Ladurée Beverly Hills. It Girls @katebosworth, @rashidajones and more joined in on the fun, which included cocktails, croque monsieur sandwiches and a photo booth. #wwdfashion (📷: Owen Kolasinski/BFA.com)
For the holidays, @Burberry partnered with 20-year-old artist @blondeymccoy on a series of three outdoor murals in downtown Manhattan. The murals are McCoy’s interpretation of a Christmas eve party, the idea of charity and the spirit of family. His third mural, pictured here, is the most personal. The image depicts McCoy’s grandparents and father in London’s Trafalgar Square in the Seventies. “My work often features lots of sentimental objects.” #wwdeye
For spring 2018, designers applied bold colors and cartoonish motifs on everything from sneakers and belts to key chains. See all the top men’s accessories trends on WWD.com. #wwdtrends (📷: George Chinsee; Prop Styling by @rnasti; Market Editor: @luiscampuzano)
The @dior-sponsored @guggenheim international gala pre-party has a history of drawing cool-girl musical acts to serenade the crowd –– and last night was no exception. @haimtheband performed songs both new and old, and lured a star-studded audience with the likes of Rebecca Hall, Kate Mara, Mamoudou Athie and more. #wwdeye (📷: @lexieblacklock)
In a partnership between the @metopera and the @englishnationalopera, “Marnie” was born. The opera, with costumes sponsored by @mrporterlive, is an adaptation of the 1961 thriller by Winston Graham. Arianne Phillips, who created the costumes, is no rookie: She’s styled Madonna for her tours and created costumes for a myriad of films in the past. Read WWD’s interview with Phillips, where she talks about her inspiration for the opera’s costumes on WWD.com #wwdfashion
@barneysnyc took a different approach to their holiday windows this year. Instead of Christmas decor, Barneys tapped @thehaasbrothers to tell a story of positivity, gratitude and inclusivity via heartwarming silliness and humor. “It’s about kids and it’s about coming together and being family and loving each other,” said Simon Haas. #wwdfashion (📷: @joshuascottphoto)
Beauty influencer @kandeejohnson makes her foray into hair care with a collaboration with @ogx_beauty — making it the first time that OGX has teamed up for a product creation. The collab includes shampoos and conditioners in three scents. At 39 and a mom, Johnson is a different profile than the emerging social media stars, but is considered one of the pioneers of the digital beauty influencer world. Read WWD’s interview with her on wwd.com, including the strangest beauty product she’s ever tried #wwdbeauty