Banana Republic is adding two new fragrances to its bunch.
The retailer, which launched its Discover collection of fragrances last fall, will introduce Malachite, a new women's fragrance, and Cordovan, a new men's scent, in September.
"Our aim is to grow our footprint in this category," said Laure De Metz, general manager, personal care strategy, for Banana Republic. "We had great success with the five initial scents in the Discover line, and we're further exploring the arena, adding more depth and mystery. But like the first five, these two new scents will have a sensuality, a craftsmanship and an elegance."
The two scents are additions to the line; the original five scents will remain in production.
Inspiration for the women's scent came from a SoHo shopping trip in Manhattan, said Deborah Lloyd, executive vice president, Banana Republic product development and design, who worked with Inter Parfums to design the new additions. "I was in [a store called] Evolution, and I found a huge chunk of malachite and fell in love," said Lloyd. "It's this gorgeous, deep green that we're also using as one of the major colors in the fall apparel line. There's a richness and a mystery to it."
Malachite, developed with Firmenich, has top notes of water hyacinth, pepper and green mango; a heart of imperial peony, winter pear and rose carnation, and a drydown of sandalwood, vanilla and musk. Its egg-shaped bottle is a deep dark green, packaged in an oval pine box. De Metz calls it a "transparent, luminous floral with elegance and grace."
Cordovan, developed with International Flavors & Fragrances, has top notes of leafy green fig and orange bergamot; a heart of raw nutmeg, white juniper berries and iced lavender, and a drydown of vintage leather, woody orris and vetiver root. Its bottle is a deep cordovan red and is packaged in a pine wood box stained a cherry wood color. "The name comes from old Spanish leather," said Lloyd, adding that the scent was "inspired by the comfort of sitting by a fireside." Its bottle is intended to resemble an antique inkwell.According to De Metz, the men's scent is intended to be "raw and masculine — something with a rugged edge."
Malachite will be available in three sizes: $28 for 20 ml., $48 for 50 ml. and $62 for 100 ml.. Cordovan will sell for $45 for 50 ml. and $58 for 100 ml.
While neither Lloyd nor De Metz would discuss sales projections, industry sources estimated that the scents could do $6 million at retail apiece in their first year on counter. The scents will be available in all 500 Banana Republic stores in North America, as well as Banana Republic in Japan and bananarepublic.com.
National advertising for the two scents is planned in September editions of fashion, beauty and lifestyle magazines. "It will be a very clear continuation of last year's communication," said De Metz, adding that the campaign will include upward of 60 million scented strips.
As well, Banana Republic will add ancillaries for all seven scents — the five originals and the two new ones — as it rolls out Malachite and Cordovan. These will include shower gels, scented body creams and candles, noted De Metz.
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