PARIS — Oxbow is testing the water in the fragrance category.
The French surfwear brand and Lorience, its beauty licensee, hope to make a splash with a debut signature masterbrand starting in March.
While Oxbow's activewear and brightly hued apparel has a core demographic aged between 25 and 35, the scents combine brightly colored packaging, accessible prices and youth-oriented juices in order to reach out to the 18- to 35-year-old set.
A cannabis accord in the men's scent may also appeal to young rebels.
"It's a nod to the 'Point Break' connotation of surfing," said Lorience marketing director Jerome Gavinet, referring to the 1991 film. Lorience acquired Oxbow's beauty license in July 2006.
"We wanted the scents to be a little daring and strong with original packaging and a marketing approach focused on the surfers themselves," added Eric Bonnem, general manager of Oxbow.
The scents' flacons, designed by Thierry Faucon, are meant to recall a turtle, which is a symbol of protection for surfers. The women's is a patent red and the men's patent blue.
The duo will bow in March in between 700 and 800 perfumeries in France. While distribution is yet to be secured, it is expected to roll out internationally through summer.
Industry sources estimate the fragrances could generate first-year wholesale volume of between 500,000 euros, or $740,147 at current exchange, and 700,000 euros, or $1 million, in France.
Created by Mane perfumer Alexis Didier, the woody aromatic men's scent contains top notes of cola, lime, mint and cannabis. Midnotes include driftwood, maté, a sand accord and tamarind wood, while patchouli, vetiver, white moss and white musk form its base.
Drom's Philippe Romano concocted the floral fruity citrus women's fragrance with top notes of bergamot, grapefruit, bitter orange and watermelon. Midnotes include sea breeze, violet, raspberry and jasmine, while cedar, maté leaves, patchouli, suede and musk make up its base.
Single-page advertising features Oxbow spokespeople and longboard champions Duane De Soto and Jennifer Flannigan. The ads, which are similar to Oxbow's spring-summer clothing campaign, show the two surfing a wave as it seems to burst fragrance bottles.A buzz marketing strategy will target bloggers ahead of the launch while surfers will give out samples in camper vans outside perfumeries. To motivate staff, Lorience will offer a surfing lesson with De Soto or Flannigan to the best performing sales assistant.
The eaux de toilette will be available as 50- and 90-ml. sprays priced at 47 euros and 59 euros, respectively, or $69 and $86. In addition, a 30-ml. version of the women's fragrance will retail for 33 euros, or $48.
Fragrance is part of Oxbow's parent company Anneyron, France-based LaFuma Groupe's drive to create an entire brand universe for Oxbow, which already has licensing deals with the Zannier Group for children's clothing and Simop for eyewear. Under its license with Lorience, sun care products will be introduced in 2009.
LaFuma, which also owns mountainwear brand Millet, acquired Oxbow in June 2005 and plans to grow the business to 200 million euros, or $293 million, within five years, according to Bonnem.
For the nine months ended Sept. 30, Oxbow generated sales of 71 million euros, or $89 million at average exchange, and is forecasting full-year growth of 10 percent versus 2006.
Plans include the opening of three to four new stores a year. After France and Europe, the U.S., where it set up a subsidiary this summer, and Australia are its strongest markets.
@fearofgod and @maxfieldla have teamed up on a pop-up installation. The store, located in the gallery space across from Maxfield’s Melrose Ave location, is the site of the brand’s House of God pop-up in which Fear of God founder @jerrylorenzo has created a church-inspired installation. A dozen vintage church pews sit in front of an LED screen playing 90s gospel singers in an effort to re-create an environment akin to a Southern Baptist Church, Lorenzo explained. Read more about the pop-up on WWD.com #wwdfashion (📷: Jennifer Johnson)
Known for his sleek, sophisticated American glamour, Norman Norell is the subject of an upcoming exhibition at @fitnyc. “Norell: Dean of American Fashion,” which runs from February 9 through April 14, will feature approximately 100 ensembles and accessories. His best work is exemplified by the designer’s glittering “mermaid” gowns frosted with thousands of hand-sewn sequins – like the one pictured. (📷: William Helburn) #wwdfashion
For pre-fall 2018, @balmain didn’t let go of the glitz. A crystal embroidered baseball jacket priced at around $40,000 hangs in the “couture” section of the brand’s first men’s pre-collection. Sporting the words “Balmain Army” across the back, the item took around two months to make. “When it was completed, it was like Christmas, it was like, ‘It’s done, it’s exactly what I wanted,’” said Balmain’s creative director @olivier_rousteing during a tour of the collection in a Paris showroom on Monday. #wwdfashion
Eighty degree temperatures and outdoor installations at the annual Art Basel Miami Beach called for bright, elevated beachwear. See more street style pictures on WWD.com. #theyarewearing #ABMB (📷: @lifeinreverie)
Following September’s emotional tribute to her brother Gianni, Donatella Versace wanted to bring the spring show’s deep sense of intimacy to her @versace_official pre-fall collection. Donatella found inspiration in Versace Palazzo in Milan and from Gianni’s opulent apartment. Archival patterns and new motifs were splashed on silk shirtdresses and fitted jersey frocks. See the rest of the photos on WWD.com. #wwdfashion
Demna Gvasalia continues to shake up the Paris fashion calendar — and experiment with new runway timetables for his @vetements_official brand. WWD has learned that Vetements plans to stage its next coed show for the fall 2018 season on January 19 during Men’s Fashion Week in the French capital. Details about the timing and venue have not been confirmed — stay tuned on WWD.com to catch the latest. #wwdnews (📷: @giovanni_giannoni_photo)
@zacposen's go-to holiday gift? Cookies! "I'll usually bake cookies and send them as a gift," said the designer, who recently released his cookbook "Cooking With Zac: Recipes from Rustic to Refined." Get the recipe for his Brown Butter-Chocolate Chip Cookies via link in bio 🍪🍪🍪 #wwdeye #cookingwithzac
For @monsemaison’s pre-fall 2018 collection, Fernando Garcia and Laura Kim honed in on the brand’s many signatures — men’s wear, which was tweaked and feminized through deconstruction, proportion play and lots of bare shoulders. See the rest of the photos on WWD.com #wwdfashion (📷: George Chinese)
On Friday night, @yohjiyamamotoofficial received the Design for Asia Lifetime Achievement Award in Hong Kong. The 75-year-old designer has been celebrated for many years and is best known for his dark and avant-garde tailoring. “In my long career, in design, architecture, [I’ve been to] so many parties, this is the very first time that I have such a warm feeling, I really appreciate this,” Yamamoto said. #wwdfashion (📷: @dominiquemaitre)