Procter & Gamble Prestige Products intends to install a new boss in the men's fragrance market — Boss Pure, a scent the company will launch here in April.
"Hugo Boss is our largest [fragrance] brand worldwide, but it hasn't reached its full potential in the U.S.," said Don Loftus, president and chief executive officer of P&G Prestige Products in the U.S. "We have an opportunity to change that with Boss Pure, which we believe will strongly appeal to the U.S. market as well as a global audience. We will take an aggressive stance to make this fragrance a success."
The scent, intended to evoke the purity and freshness of water, marks the first time the Boss fragrance franchise has entered the "fresh" olfactory segment, according to Nicholas Munafo, executive vice president of sales and marketing of P&G Prestige in the U.S. "That segment currently represents 45 percent of the men's scent business," said Munafo. Past Boss fragrances have fallen mostly into the aromatic fougère families, he noted.
Boss Pure, created by P&G fragrance scientist Will Andrews and his team, in cooperation with International Flavors & Fragrances, is a woody aquatic with top notes of fig water and Mediterranean citrus; a heart of lily and hyacinth, and a drydown of massoia wood.
"The interesting thing about water is that, while you may assume that it is tasteless, water has very distinct flavors depending on where it is bottled," said Andrews. "You probably wouldn't like my London water, with its chlorine taste. It has a different flavor entirely from New York City water." Similarly, a fragrance ingredient can smell different depending on its country of origin, he explained.
He then offered samples of Badoit mineral water, filtered through granite, and Contrex, filtered through limestone, to illustrate his point. The point, Andrews said, was that the scent's inspiration was "what consumers think pure water would smell like," rather than the literal interpretation of it.
The Boss Pure bottle, intended to resemble what the company calls "a modern interpretation of a wall of water," comprises two rectangular pieces — a heavy glass rectangle, with the back of the bottle sleeved in opaque, highly polished silver-toned metal. The fragrance is encased in the glass portion, with the metal side — with the Boss name — visible through the juice.The collection includes eaux de toilette in two sizes, $49.50 for 1.7 oz. and $65 for 2.5 oz.; a 2.5-oz. aftershave spray, $47; a 5-oz. shower gel, $27, and a 2.4-oz. deodorant stick, $21.
The fragrance will be available in April, at about 1,500 U.S. department and specialty store doors, including Bloomingdale's, Dillard's, Macy's, Neiman Marcus, Nordstrom, Saks Fifth Avenue, Sephora and Hugo Boss, noted Munafo.
While P&G executives declined to discuss sales projections, industry sources estimated that Boss Pure could do upward of $40 million at retail in the U.S. in its first year on counter. Industry sources estimated that $10 to $12 million would be spent on advertising and promotion in the U.S. in that time frame.
National advertising is expected to break in May fashion, beauty and lifestyle magazines. Loftus noted that in-store visuals will be a major focus for the promotional campaign, as will outdoor venues such as billboards. TV ads are in discussions and could come at Christmas.
"The key was to bring sensuality and beauty to an incredibly technical TV commercial," said Thomas Burkhardt, global marketing director for Hugo Boss fragrances. "Shooting in slow motion allowed for the creation of an exceptionally fresh and sensual ad."
“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
Azzedine Alaïa's “I-did-it-my-way” ethos stood out starkly at a time when brands are experimenting with consumer-facing fashion shows, coed formats and trans-seasonal collections – anything to perk up lackluster sales of ready-to-wear in an age of Insta-everything. “It’s not creation anymore. This becomes a purely industrial approach,” the late designer told WWD in an interview last year. “But anyway, the rhythm of collections is so stupid. It’s unsustainable. There are too many collections.” Read more about the iconic designer’s life and work on wwd.com, link in bio. #wwdfashion #azzedinealaia (📷: @WWD Archive, 1986) #alaia
Sneaker reselling app @goat’s latest exhibit, "The Greatest: New York," tells the story of New York's sneaker culture. To celebrate the exhibit, an intimate crowd gathered on Thursday night at the pop-up gallery space, located at Platform in Culver City, to hear guest speaker and illustrator @esymai talk about her own rise in streetwear and women in the business. "For me I'm just someone who is creative. I like to create things," said Chang. #wwdfashion
Azzedine Alaïa, one of the most iconic couturiers of the modern era whose body-con designs defined Eighties fashion, has died in Paris. The diminutive Tunisian-born designer, known for his structured knitted dresses with fitted waists and impeccably cut, figure-hugging second skin silhouettes was deeply admired by his peers, and counted supermodel Naomi Campbell - his adoptive daughter - among his inner circle, one of a gang of glamazons including Farida Khelfa, Carla Bruni and Stephanie Seymour who became ambassadors of his style. (📷: Alexandre Guirkinger) #wwdblast