Fragrance is about to enter a whole new ball game with the creation of a New York Yankees scent masterbrand.
Launching at the end of April in Macy’s stores in the New York metropolitan area, at Yankees Stadium and online, the men’s and women’s scents will later expand to additional department stores domestically and in multiple international markets, said Tom Butkiewicz, chief executive officer and managing partner of The Cloudbreak Group, of the deal inked between his firm, Major League Baseball and the New York Yankees to create the prestige fragrance duo.
“In a category experiencing significant unit contraction and desperately seeking innovation, this partnership, with a professional sports team of this magnitude, is an industry first,” said Butkiewicz. “The Yankees are a multibillion-dollar franchise and we think we have a global opportunity with this deal.”
While fragrances are a first for the storied baseball team, Jason Latimer, assistant director of media and player relations for the Yankees, said he thinks it’s an idea whose time has come. “We consider ourselves a top global brand and we pride ourselves on class and elegance,” he said. “We felt Cloudbreak could execute that very well in fragrance.”
Both scents were concocted by Firmenich, working with Cloudbreak. The men’s scent, New York Yankees, described as a sporty, woody eau de toilette, features a blend of sparkling bergamot, coriander and cool blue sage on top; a heart of crisp ivy leaves, orange flower and geranium, and a drydown of rich earthy patchouli, smooth sandalwood and suede. The women’s scent, New York Yankees for Her, is described as an alluring, flirty, playful scent. The fruity gourmand eau de parfum opens with a blend of juicy guava, succulent plum and sun-kissed apricot nectar; with a heart of drenched strawberry blossom and rich tiare flower, and a drydown of creamy sandalwood, delicious vanilla and sensuous musk, noted Jennifer Mullarkey, senior vice president of product development for Cloudbreak. Both scents will be available in 1.7 oz. and 3.4 oz. sizes for $49 and $62, respectively.
Promotion efforts will include a permanent sign at Yankee Stadium, a print advertisement in Yankees Magazine and a promotional day, as well as an extensive online campaign, said Dennis Keogh, senior vice president of marketing for Cloudbreak, whom Butkiewicz credited as a driving force behind the idea. The social media campaign will include partnering with mlb.com and yankees.com on social media and a dedicated web address, yankeesfragrance.com, that is tentatively slated to go live in mid-March. E-tailing will be particularly important for the scents, “because Yankees fans are global,” said Keogh, who expects the rollout to also include military base/post exchanges, duty free, Puerto Rico and the Dominican Republic, given those markets’ strong ties to the Yankees.
While all parties involved declined to discuss sales projections, industry sources estimated that the masterbrand could do $12 million to $15 million in retail sales globally, with an estimated advertising and promotional spend of about $5 million globally.
The Cloudbreak Group develops intellectual property, acquires licenses and identifies properties for acquisition or investment. The company operates globally in the luxury, department store, specialty on-air and online channels.
“These collections continue to build on that vision, empowering differently abled adults to express themselves through fashion,” said @tommyhilfiger of his line of adaptive apparel, which launches today. The line consists of 37 men’s and 34 women’s styles based upon the pieces from the spring Tommy Hilfiger sportswear collection. #wwdnews
“Stranger Things” is getting a new cast member for season 2. Meet @sadiesink_, the 15-year-old who will be joining the Netflix series for its new season. You may recognize her from “The Glass Castle” with Brie Larson and Woody Harrelson, but the Texas native’s next role goes in an entirely different direction. She describes her character, Max, as “a rough and tumble skater girl [who] becomes friends with the boys at school.” The second season debuts on October 27. (📷: @jgreenery) #wwdeye
Amid the Harvey Weinstein controversy, there’s another sector that’s being put under the spotlight for sexual abuse: the modeling industry. While rumors about abuse and sexual harassment of female and male models — and the photographers, agents and others who perpetrated it — have circulated within the fashion world for years, model @cameronrussell started posting stories from models on Instagram last week about abusive situations they’ve encountered — from sexual harassment and molestation to attempted rape. Over 75 have weighed in so far. Read more on WWD.com. Link in bio. #wwdnews
To celebrate its 16th anniversary, @dylanscandybar tapped designers and celebrities to create mosaics out of candy. The mosaics will be auctioned off to support the philanthropic cause of each participant’s choice. Pictured here is the mural created by @aliceandolivia's Stacey Bendet. For a first look at some of the other artwork being unveiled tonight, go to WWD.com. #wwdeye
The annual Veuve Clicquot Polo Classic in Pacific Palisades this weekend drew Kate Hudson, Tracee Ellis Ross, Laura Dern and more. See pictures of the star-studded event on WWD.com. (📷: @chelsealaurenla) #wwdeye
In his new book “Hollywood Royale,” Andy Warhol’s Protégé Matthew Rolston celebrates the Eighties revival of Hollywood glamour. Featuring more than 100 portraits taken by Rolston from 1977 to 1993, the book contains photos of icons like Michael Jackson, Cyndi Lauper, and @drewbarrymore, pictured here in 1991. “Hollywood Royale,” out today, will be accompanied by an exhibition opening at Los Angeles’ Fahey/Klein Gallery on March 1. #wwdeye
"Nowadays when life is not so happy with everything going on in the world, I think people come to me for a little bit of whimsy and color and fun." - Designer Rebecca De Ravenel on her cult-favorite jewelry line. (📸 : @vsteves) #wwd40
“Everyone is talking about how the retail industry is struggling, but I think it’s an incredible time because brands who are doing something different and innovative are setting themselves up for the future,” said @adamgoldston, who founded the luxury athletic brand @apl with his brother @ryangoldsten. The Goldston’s are part of WWD’s 40 under 40: a group of industry notables. See the rest of the list on WWD.com. (📷: @vsteves) #wwd40
@eyeswoon blogger Athena Calderone debuted her first-ever cookbook, “Cook Beautiful,” which is heavily centered on the presentation and visual expression of food. Pictured here are her miso glazed carrots from the book. Get the recipe on WWD.com. (📷: @johnny_miller_) #wwdeye