Saint Parfum, the brainchild of Spencer Krenke and Denise Estrada, aims to bring the art of fine perfumery back into the American marketplace via home fragrances — and has already persuaded Barneys New York, Saks Fifth Avenue and a number of independent retailers, including Cos Bar and Space NK, to take on the company’s high-end products. Barneys doors in Beverly Hills, San Francisco and Manhattan will get the line, beginning Oct. 15. Later, Saks Fifth Avenue and additional doors will roll out.
The point of the line? To create a resurgence of the art of custom-blended fragrances — first through home products such as candles and diffusers, and perhaps eventually fine fragrances.
“The custom-blending aspect is the reason we started this,” said Krenke, who founded and ran the beauty firm De-luxe with Estrada and Robert Schwai in 2000, and then sold it in 2006. “We made enough selling De-luxe so that we don’t necessarily have to work. We did this because it’s something we want to do, not something we have to do.”
The effort is similar to the fine fragrance world’s recent influx of custom-blended fragrances, such as Memoire Liquide and Creed, and artisanal fragrances, such as Tom Ford’s Private Blend and Chanel’s Les Exclusifs de Chanel.
Just more than 100 ready-made Saint Parfum fragrance recipes are available to clients, although it’s the one-on-one custom-blended scents that Krenke is most passionate about. “First, customers visit one of our retailers to evaluate each of our fragrance notes and fill out a lifestyle questionnaire asking for information on lifestyle and notes that the customer favors or prefers to avoid,” he explained. “Then, we produce an initial sample, and with further input and revisions, the custom fragrance is produced.” Krenke also plans to do in-store events, where he will produce custom-blended fragrances for consumers on the spot, and said he looks forward to the input. “Having the client right in front of you can take the scent in a whole different direction,” he said. This service doesn’t come cheap — at $175 as a onetime custom fragrance fee and another $85 for Home Ambiance and $75 for candles. However, once the fragrance is set, consumers only pay for products going forward, noted Krenke.
The concept is specialized and so is the distribution strategy. “We don’t want to be everywhere,” Krenke said. “Indies are going to be our major focus.” In fact, Krenke — whose door count is already at 120 — will cap off stores at 300, a number he expects to hit by early next summer. “We can’t effectively service more than that globally,” he said. “We’re aiming to be in one outlet per market, and I am visiting each market personally to pick them out. I won’t sell to a store I haven’t visited.”
While Krenke declined to discuss sales projections, industry sources estimated that the Saint Parfum business would do upward of $10 million in retail sales in the next 12 months.
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