Men's grooming brand Zirh is aiming to make a bigger statement in the fragrance market with the introduction in September of a new men's scent called Ikon.
The eau de toilette, a woody, spicy blend, is due to be launched at Bloomingdale's on Sept. 1, where it will be carried exclusively for a month before rolling out Oct. 1 to 1,500 doors, including Macy's and Sephora.
"It is a bigger step in terms of the legitimacy of the brand in the men's fragrance category," Brian Robinson, president of Zirh Holdings LLC, said of Ikon, the firm's third scent. "This will be the start of us doing a lot more in the men's fragrance category."
For starters, Robinson hinted at plans for a flanker to Ikon as well as a new, stand-alone scent for fall 2009. Zirh's existing fragrances include a signature scent, which was launched in 2001, and a 2005 entry called Corduroy.
In addition to picking up the fragrance launch pace, Zirh also is stepping up its investment in fragrance with what industry sources estimate to be a $10 million advertising and promotional campaign for Ikon.
Part of the effort consists of print ads that were photographed by Daniel Jackson and feature model David Gandy. The visuals are slated to appear in fall issues of magazines including Men's Health, Playboy, Men's Vogue and Best Life.
The campaign, sources added, could drive retail sales of Ikon to $20 million worldwide in the scent's first four months on the market.
"It is more national advertising than we've ever done before," said Robinson.
The name of the scent is spelled with the letter K to harmonize visually with the typography of the Zirh logo, said Robinson.
"We wanted to come up with a name that was masculine," he said, adding that Ikon was designed with a particular guy in mind. "He's a pioneer, a risk-taker — men and women admire him. Everybody dreams of being a trailblazer, but there are very few. That [few] is the premise of what Ikon means."
Howard Kreitzman, vice president of cosmetics and fragrances for Bloomingdale's, stated that "Bloomingdale's has a long-standing relationship with the Zirh brand." He added that the retailer has "strong expectations for [Ikon]."The black rectangular Ikon bottle, which was designed by Chad Lavigne and manufactured by Vitro, features a round, brushed-chrome cap.
The scent was blended by Frank Voelkl of Firmenich and mixes top notes of cardamom, davana flower, ginger and lemon with a heart of black cinnamon, clove buds, iris root and labdanum and a base of frankincense, cedarwood, liquid amber, patchouli and vetiver.
The edt will be available in 4.2-oz. and 2.5-oz. sizes for $65 and $50, respectively. A hair and body wash, 6.7 oz. for $24, and a deodorant, 2.5 oz. for $18, will accompany the launch of Ikon.
Sampling, including vials on card and a miniature 7-ml. version of the scent, will be part of the promotional effort for Ikon. There also will be testers and counter cards.
International launch plans call for the scent to reach the U.K. and Canada in September, followed by a worldwide rollout in October to about 50 countries in Europe, Scandinavia, Asia and South America.
Meanwhile, Zirh, which launched items from its eponymous skin care line on HSN earlier this month, plans to introduce separate shower gel and soap collections at Bloomingdale's and Macy's West in September.
The five-item shower gel line, which is called Zirh Warrior, features names such as Alexander the Great, Julius Caesar, Charlemagne, Cyrus and Ulysses — and a bust of each historical figure is featured on the packaging. Ingredients in the scented shower gels, $22.50 each for 12 oz., have been sourced from the geographic regions where each historical figure ruled.
The soaps are called Cocktail Bars and have names like Cucumber Martini, Hurricane, Screwdriver, Sake Bomb and Long Island Iced Tea. Each 5.3-oz. bar will be priced at $15 and includes ingredients found in the beverages of the same name. For instance, the Sake Bomb soap features rice bran, which is said to brighten the skin, and Screwdriver features vitamin C, an exfoliator.
"We want to be forward-thinking," Robinson said of the shower gel and soap initiatives, "and stay on the cutting edge of being cool and hip."
@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)
@heriethpaul and @gracebol have a moment on the @victoriassecret fashion show 2017. See every look from the runway on WWD.com. Link in bio. (📷: @giovanni_giannoni_photo) #wwdfashion #victoriassecret #VSFashionShow
“Azzedine has been one of the biggest influences in my life. He has always been such a strong, loving, fatherly figure to me. I call him Papa. His designs are indescribably unique, they are pieces of art. He knew how to make the female form look its loveliest. I have so many memories of him; my favorite might be during my first show with him in Paris. He liked me and he wanted to help me get more work. He called all his friends at Kenzo and Comme des Garcons, and asked them to book me. They said, ‘But she can’t walk!’ And he said, ‘but she has such a great ass!' His friendship and support has been the great privilege of my career. I can't imagine life without him. Repose en paix mon Papa.” - @stephanieseymour tells @wwd. #wwdfashion (📷: @steveeichner) #alaia #azzedinealaia
Azzedine Alaïa, flanked by two of his closest friends, models Stephanie Seymour and Naomi Campbell.
He designed Seymour’s dress for her 1995 wedding to Peter Brant, and treated Campbell (who famously called him Papa), like a daughter. For more on the legendary designer, tap the link in bio. #wwdfashion #alaia #azzedinealaia