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.
@chanel and @pharrell dropped what’s being dubbed as the world’s most exclusive sneakers yesterday. The Adidas Originals NMD Hu, which Williams designed in collaboration with Chanel and @adidasoriginals, has a waiting list of over 120K people who pre-registered online at chanelatcolette.fr –– and only 500 pairs are on sale. The singer predicted the resale value of the shoes could reach $40K. Read the full interview on WWD.com. Link in bio. #wwdfashion
@imanshumpert is diving deeper into his creative endeavors and relaunching his clothing line, Post 90s, and is helping to raise money for the hurricane victims in St. Maarten with a jersey he’s designed with his brother. The Cleveland Cavaliers player talked to WWD about kneeling during the national anthem, working with fashion brands and how he wants to be more than an @nba player. Read the interview on WWD.com #wwdfashion (📷: George Chinese)
Not only does #TheProfit return to CNBC tonight, but @marcuslemonis has launched @shopmarcus, a new shopping and lifestyle retail experience in Aspen and Chicago, with more locations to come. The retail stores offer in-store stylists and a variety of contemporary womenswear selections.
“It’s life, I’m going to face it,” @mingxi11 sighed. “I fell, but you know, I think the most important thing is that I get back up. I had the love, the help from my sister — the girl next to me Gizele [Oliveira] — she’s so nice. When I went backstage everybody was trying to comfort me like ‘Oh Ming, it’s OK.’ I’m really, really touched. I think it’s them who gave me the courage to go back on stage for the finale,” Xi told WWD of her fall at the @victoriassecret fashion show. (📷: David Fisher) #wwdfashion #vsfashionshow #victoriassecret
@louisvuitton tapped @therealpeterlindbergh for its latest city-centric photo book, which is part of a series called Fashion Eye. The primarily black and white book captures the spirit of Berlin in 57 images shot between 1989 and 2019. “Berlin is an inspiration for me, more than a city. I mean @millajovovich is simply Berlin!” said Lindbergh. #wwdfashion
“You know, I think audiences expect a certain performance so I have to deliver to them what they’re expecting to a certain degree. But I’m also a different actor and a different person, I have my own spin on the character,” says @noahegalvin of his takeover of the leading role in “Dear Evan Hansen” following the departure of @bensplatt, who originated the role. Read WWD’s interview with the 23-year-old actor on WWD.com #wwdeye (📷: @jilliansollazzo)
For pre-fall 2018, @etro created richly-colored wonderland, using tapestries, textiles and wallpapers from the Eastern world at large. The line featured floral and graphic prints and jacquard motifs, like this two-piece look featured here. #wwdfashion (📷: Giovanna Pavesi)
@kith is moving into children’s. The men’s and women’s streetwear brand has launched Kidset, a Kith kids line located in New York at 64 Bleecker Street. The line includes mini versions of staple Kith pieces like the Astor bomber jacket and the Kith box logo sweatshirts, along with a wall that can display up to 120 pairs of shoes from @adidas, @newbalance, @timberland and more. #wwdfashion
“I just wanted to create this fully rounded character, but I do think what excited me most was just the opportunity to give a group of people representation that I feel needs it. I like to do characters in projects that stand for something and Karolina definitely does, so that was really exciting to me,” @ginnygardner says of her new role in @hulu’s “The Runaways.” Gardner plays Karolina Dean, a queer superhero, which is a rarity for @marvel. Read more about Gardner’s character on WWD.com #wwdeye (📷: @dandoperalski)