Niche fragrance house Bond No. 9 is honoring the long-time host of New York’s fashion week with a new scent for women called Bryant Park.
“We wanted to immortalize it and make it a souvenir — a remembrance of fashion week being held there for so many years,” said Laurice Rahme, owner and founder of Bond No. 9.
With a “vintage Pucci-esque” bottle featuring swirls of pink, lavender and black on a white background reflecting silk textiles of the late Fifties and Sixties, the packaging is just as daring as the fragrance itself, according to Rahme.
“I didn’t want to create a discreet scent but something that was more outgoing and forward that could be worn from day to night,” said Rahme. “The juice is just as gutsy as the bottle. It’s noisy and loud like fashion week.”
Launching in the U.S. this month, Bryant Park is a “rose patchouli” scent. Bond No. 9’s last fragrance, West Side, was a “gourmand rose.” Rahme decided to create a series of rose fragrances because the “rose trend” had become increasingly popular among younger consumers. Rahme added that she’s considering a “spicy fresh rose” scent for the series’ next fragrance.
“[Rose] is a symbol of femininity,” said Rahme. “There are so many twists and interpretations you can do on the rose. Since niche perfumery houses started reintroducing the scent, it has attracted a much younger consumer. When we saw how West Side sold out, we realized it was safe to do another rose.”
Created by Michel Almairac of Robertet, Bryant Park features top notes of lily of the valley, rhubarb and pink pepper; middle notes of rose and patchouli, and base notes of raspberry and amber. The fragrance will roll out internationally in Bond No. 9’s 12 markets beginning in May.
Bryant Park is Bond No. 9’s 28th scent and could make up to $2 million in first-year sales, according to Rahme.
Bryant Park will retail at $185 for a 3.4-oz. bottle and $125 for a 1.7-oz. bottle. The scent will also be available for $45 for 1 oz. in a spray flacon. It will be sold at Bond No. 9’s four New York boutiques, in 27 Saks Fifth Avenue doors and in about a dozen boutiques and spas worldwide including the U.K., Hong Kong and Dubai. The fragrance will also be merchandised on Bond No. 9’s e-commerce Web site bondno9.com, which launched last summer.
This story first appeared in the March 29, 2007 issue of WWD. Subscribe Today.
A monthlong preview of the fragrance kicked off during fashion week last month. According to Rahme, Bond No. 9 distributed 10,000 samples of the fragrance during the week’s shows and events.
The company also broke a print advertising campaign in The New York Times last month, which will be followed by ads in W magazine in April and May. In addition, Saks Fifth Avenue’s catalogue featured a two-page scented insert of Bryant Park, and more than 60,000 samples will be distributed through the retailer’s stores beginning this month.
There are also plans to open three more Bond No. 9 boutiques in Manhattan’s Harlem, Chelsea and Wall Street neighborhoods by the end of the year. A second Bond No. 9 boutique opened in Dubai, and the company is looking to enter new markets in Spain, Switzerland and Japan, according to Rahme.
Rahme projects the firm will reach $30 million in total revenue — 67 percent of which is expected to be domestic — by yearend. She also expects a 50 percent increase in export business.
Rahme won’t be stopping there, though. This fall, the company plans to enter the bath and body category with a launch of body oils, creams and lotions. –Michelle Edgar
Donatella Goes to London
LONDON — London experienced some Milan-style glam Tuesday when Donatella Versace swept into town to promote the fashion house’s new signature fragrance.
“I do love London,” murmured the diminutive designer as she surveyed the city from the penthouse suite at The Dorchester hotel, where she hosted a cocktail party.
It was a moment of peace before a media storm broke later that night regarding the health of Versace’s daughter, Allegra. (See related story, page 3.)
And London sure loved her. Donatella-mania swept Harrods earlier that day when she showed up to sign bottles of the scent.
“I couldn’t believe when I heard she was coming,” said 20-year-old fashion student Jayne Hemsley. “I’m a big fan of Versace, obviously.”
“I’m a big fan of her clothes and she’s amazingly beautiful,” said 16-year-old Michael Matic, from Copenhagen who was in London on vacation. “It’s an honor to meet her.”
“I’m overwhelmed by the amount of people who came today,” said Versace as curious shoppers strained to snap pictures with mobile phones. “The people who come are always happy to see me. I always ask myself why they like me so much.” -Brid Costello
Rosinoer Named to Clarins Board
PARIS — Serge Rosinoer has been named chairman of Groupe Clarins’ advisory board. He succeeds Jacques Courtins-Clarins, the French beauty firm’s founder, who died on March 22.
Rosinoer has been a member of the company’s advisory board since 2000. He has held numerous roles within Clarins’ management board, most recently acting as its chairman.
Before joining Clarins in 1978, he was chief executive officer of Max Factor Europe.