LVMH Spices Up Flower by Kenzo Scent
NEW YORK — There's a new twist on the Flower by Kenzo fragrance.

The latest adaptation of Parfums Kenzo's best-selling scent, called Flower by Kenzo Oriental, was introduced by the LVMH Moët Hennessy Louis Vuitton-owned brand in global markets today. It's billed as a "spicier, more sensual" version of the original, five-year-old scent.

Flower by Kenzo Oriental is at least the fourth incarnation of the original scent, which was launched in France in 2000. Two years ago, Parfums Kenzo introduced Le Parfum, a trio of scents featuring different textures and essential oil concentrations. Earlier this year, the brand launched Flower by Kenzo Summer, an alcohol-free version of the scent.

Flower by Kenzo Oriental, a woody-floral mixture, is based on Kyara, an extract of Asia's agar tree. The material is burned during a Japanese ceremony called Kôdô, which is translated as "listening to incense." Besides the Kyara accord, the scent features notes of Parma violet and Bulgarian rose, which are shared by the original scent. Flower by Kenzo Oriental dries down into accords of Sichuan pepper and vanilla.

Industry sources estimate Flower by Kenzo Oriental, a 1.7-oz. eau de parfum priced at $70, could generate $500,000 in first-year retail sales.

Flower by Kenzo Oriental is being launched at about 238 doors in the U.S. After years of being distributed only in Nordstrom and LVMH's Sephora USA chain, Kenzo fragrances were expanded to 26 Marshall Field's stores last January.

"The impact has been very strong," Philippe Lesne, general manager for Parfums Kenzo in the U.S., said of the enlarged distribution base. "It extended our reach and gave us more visibility."

In addition to the Flower by Kenzo Oriental introduction this month, Parfums Kenzo will unveil KenzoAir Intense at Sephora, a fragrance that builds on the brand's two-year-old KenzoAir men's fragrance business.

Meanwhile, the firm is developing a major women's fragrance for next fall. Executives feel the scent, which is code-named "L," could rival Flower by Kenzo, a franchise that generates about half of Parfums Kenzo's $200 million to $210 million in worldwide wholesale sales volume.

To Read the Full Article

Tap into our Global Network

Of Industry Leaders and Designers

load comments
blog comments powered by Disqus