PARIS — Quiksilver Inc. and its fragrance licensee Inter Parfums Inc. are readying the label’s first eponymous men’s scent.
This story first appeared in the August 15, 2008 issue of WWD. Subscribe Today.
“Quiksilver has the potential to become an important brand in men’s fragrance because its audience is large and the brand has strong roots, culture and legitimacy,” said Philippe Benacin, chairman and managing director of Inter Parfums, adding the outdoor lifestyle brand lures a wide age demographic.
Surf champion Jérémy Florès is the face of the Quiksilver fragrance for men and appears riding a wave in its single- and double-page advertising.
The scent’s juice is built around sandalwood from Australia — Quiksilver’s birthplace. There, sandalwood producer Mount Romance cultivates the indigenous plants in a sustainable, equitable fashion, according to the company. For this project, the organization transfers 10 percent of the profits made from the sandalwood, which is “Australian Certified Organic,” to the local aborigine community. Three trees are planted for each one cut down.
Givaudan’s Antoine Lie and Antoine Maisondieu created Quiksilver’s woody aromatic marine juice, whose other notes include grapefruit, bitter orange, eucalyptus, thyme, musk and a sea spray accord.
Packaging for the scent was created by Cent Degrés and includes a recyclable outer box.
The fragrance is being introduced in Spain and Russia now. This September, Quiksilver is to be launched in Portugal, Switzerland, Scandinavia, Greece, the Czech Republic, Singapore, Malaysia, Hong Kong and Korea. In October, it’s slated for Brazil, Argentina, Chile and Mexico. Meanwhile, France, the U.K., Turkey, the U.S., Thailand, Mainland China and Japan are due to start selling it next March.
The line includes a 100-ml. eau de toilette spray for 46 euros, or $70.60 at current exchange; a 50-ml. edt spray for 34 euros, or $52.15, and a 30-ml. edt spray for 23 euros, or $35.30. There will also be ancillaries. Prices are for Europe.
While Inter Parfums executives would not discuss sales projections, industry sources estimate Quiksilver will ring up between $30 million and $34 million in retail sales from August to December.