Mustang is driving back into the fragrance market with a new car-themed men’s scent, Mustang Blue, in June.
“We are aiming to expand the Mustang fragrance’s position as a lifestyle brand,” said Robin Mason, vice president of global marketing for the Mustang fragrance brand, which is produced by the Aramis and Designer Fragrances division of the Estée Lauder Cos. The first Mustang scent launched in June 2007 in midtier department stores such as Sears.
While the first eponymous fragrance was what Mason describes as “classic and masculine,” the new juice is “a touch sexier,” said Mason. “This brings the Mustang man into new territory.”
The fragrance, a fresh fougère created by Trudi Loren, vice president of corporate fragrance development worldwide for the Estée Lauder Cos. Inc. in cooperation with International Flavors & Fragrances, has top notes of bergamot, lemon, mint and basil; a heart of lavender, geranium, clary sage, clove leaf, cypress, pine, artemisia, cardamom and black pepper, and a drydown of cedar leaf, sandalwood, patchouli, hay and musk.
The Blue lineup will include cologne sprays in three sizes — $20 for 1 oz., $25 for 1.7 oz. and $32 for 3.4 oz. — as well as $25 for a 3.4-oz. aftershave. The scents are packaged in blue tins that have been color-matched to the Mustang car model’s “Vista Blue” paint, said Mason.
The fragrance will go into midtier department store doors, including Sears, J.C. Penney and Kohl’s, in June. The balance of its distribution, mass and drugstore doors, will get the collection in July. In total, the fragrance will be sold in some 24,000 U.S. doors.
A print advertising campaign — shot by George Logan and featuring a sultry blonde snuggling up to a black leather-clad male model with a Mustang as a backdrop — will begin running in September men’s, women’s and lifestyle magazines, including Maxim, Glamour and Car & Driver, said Mason. Heavy sampling is also expected, with about 10 million samples slated. A Web site for the fragrance will include downloadable features and other interactive elements, Mason added.While Mason declined to discuss sales figures or advertising spending, industry sources estimated that the Mustang Blue scent would do upward of $18 million at retail in its first year on counter, and that about $7 million would be spent on advertising and promotion.
EXCLUSIVE: Two and half months after John Targon, cofounder and codesigner of Baja East, was hired as creative director of the contemporary division at Marc Jacobs, he has left the company, WWD has learned. Marc Jacobs International, which is owned by LVMH Moët Hennessy Louis Vuitton, confirmed Targon’s departure in a statement: “John Targon is a talented designer and we appreciate the work he has done here. Ultimately working together did not make sense for the brand and we wish him the best.” Read the story by @jessiredale, link in bio. #wwdnews
@theluxurycollection is officially launching a collection, tapping Sofia Sanchez de Betak for the capsule. Over 30 styles will be featured in the Chufy x The Luxury Collection, debuting next month at Bergdorf Goodman, The Webster, FiveStory and more. De Betak, known as “@chufy,” drew inspiration for the collection from her trips to Japan in the past year #wwdfashion
@lhd, founder and CEO of @thewebster, has teamed up with @lebonmarcherivegauche for the European launch of her ready-to-wear line, LHD. The launch will come with an exclusive pop-up opening today that’s set to run through May 20. Located on the second floor, it carries her debut Miami-themed resort collection, launched in November as see-now-buy-now. #wwdfashion
@longchamp, which marks its 70th anniversary this year, just opened its biggest U.S. store on Manhattan’s Fifth Avenue. On the lower level there’s a floor-to-ceiling display of the brand’s iconic Le Pliage bag – in all of its different colors, shapes and sizes. Customers can also have their product personalized in-store by imprinting names, initials or emblems. #wwdfashion (📷: @ericmtownsend)
“Whenever I’m in that place of sound and music, I don’t have fear or nervousness…This album has a lot of themes of courage and boldness and I want to be the soundtrack for people’s lives. I’ll be so happy if [my songs] evoke strength in people, which I know music has done for me,” says @kimbramusic of her newest album “Primal Heart.” The New Zealand-born singer sat down with WWD to talk about her music, newest tour and connecting with hear fans — read more on WWD.com #wwdeye (📷: @jilliansollazzo)
Luxury handbag resale company @rebagofficial is planning to sell a rare collectible for $70,000: the @hermes White Crocodile Himalayan Birkin. The exclusive Birkin sold for about $100,000 in 2008, when @davidbeckham bought one for his wife @victoriabeckham to add to her collection. Read more about the rare Birkin on WWD.com #wwdaccessories
With her costume pearl necklace and what-you-see-is-what-you-get style, Barbara Bush, who died Tuesday at age 92, was a straight-shooter from start to finish.
Born Barbara Pierce in New York City, Bush served as the 37th first lady, as well as the country’s second lady from 1981 to 1989. In addition to being part of the longest presidential marriage — 73 years — Bush also had the unlikely distinction of having one son, George W., become the 43rd president and another son, Jeb, run unsuccessfully in 2016. Having served as second lady during the Reagan administration’s two terms and lived all over the world during her own husband’s ascending political career, Barbara Bush made it clear that literacy — not fashion — was her priority. Read more from Rosemary Feitelberg’s obituary on the late First Lady in WWD.com, link in bio. #barbarabush #wwdnews
Western and ’90s trends have influenced denim for fall 2018. Think raw, dark and coated jeans mixed with bold prints and tough leather. #trendtuesdays #wwdfashion (Styled by @thealexbadia;📷: @ryanplett)