Strenesse’s chief designer, Gabriele Strehle, has imparted the refined ease of the contemporary German fashion house on a new signature women’s scent.
This story first appeared in the August 16, 2010 issue of WWD. Subscribe Today.
The fragrance, called Strenesse Gabriele Strehle, aims to offer a subtly seductive alternative to opulent, overpowering orientals, according to the firm.
“My fashion has always focused on the erotic nature of clean, clear lines, free from fuss and frills,” said Strehle. “And that’s exactly what I wanted to experience in a fragrance, too.”
The scent features top notes of pear sorbet, lime and red pepper; middle notes of white peach and magnolia, and base notes of cedarwood and sandalwood.
“I couldn’t — and wouldn’t — design this fragrance with anyone other than a female perfumer,” Strehle remarked. She found her ideal partner in Ursula Wandel, a Paris-based perfumer for Givaudan.
Strehle also was involved in packaging development. “I had such a clear mental picture of what the bottle should look like that suddenly it seemed completely natural for me to sketch it myself,” said Strehle, who added that her goal was to create a lavish, quality design object. The resulting bottle is an elegant glass rectangle with a metallic cap, and Strehle’s signature in metallic green.
Strehle’s initial women’s scent, also called Strenesse Gabriele Strehle, was introduced in 2001 via an arrangement with the Cosmopolitan Cosmetics fine fragrance division of Wella AG — which was subsequently acquired by Procter & Gamble — but has since been discontinued.
The new Strenesse Gabriele Strehle line is handled by Beauty Brands International, which has offices in Baden-Baden, Germany, and Salzburg, Austria. BBI also handles nail brand Alessandro International; sun care brand Piz Buin, and Bogner, Canali and Marc O’Polo fragrances.
It includes eaux de parfum in 40- and 75-ml. versions for 45 euros, or $57.44 at current exchange, and 75 euros, or $95.73, respectively. There is also a 150-ml. shower gel for 15 euros, or $19.15, and a body lotion of the same size for 19 euros, or $24.25.
The line is to roll out to Austria and Denmark this fall. It was launched last month and is carried at Strenesse flagships in Germany and Switzerland. It also is available at strenesse.com in Germany, Austria and Benelux. Udo Heuser, chief executive officer of BBI, estimated the collection could generate retail sales of 3.5 million euros, or $4.5 million, this year.
Fashion from Strenesse, which has shown in New York, Milan and Berlin, is found in 11 stores in Germany, and in major department and multilabel stores in 30 countries. Under the Strenesse umbrella are the Strenesse Gabriele Strehle women’s and men’s collections and the Strenesse Blue women’s collection, as well as respective accessories lines. The brand has been present in the U.S. since 1994.