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.
This story first appeared in the November 1, 2005 issue of WWD. Subscribe Today.
To support Flower by Kenzo Oriental, co-op advertising is planned and about 10,000 samples of the scent will be distributed in the U.S. Internationally, Kenzo fragrances are carried in more than 16,000 doors.
— Matthew W. Evans
Avon Foundation Fetes 50th
NEW YORK — “When women do what they’re not suppose to do, the world gets better,” declared playwright Eve Ensler at the Avon Foundation 50th Anniversary Awards Celebration held at the American Museum of Natural History last week.
Ensler, one of three honorees recognized that evening, received the Avon Foundation Voice of Change Award for her work to stop domestic violence. The spokeswoman for Avon cosmetics, actress Salma Hayek, presented the award, nodding to Ensler’s achievements, such as her award-winning play, “The Vagina Monologues,” and V-Day, a global movement to stamp out violence.
Moments before Avon chairman and chief executive officer Andrea Jung presented Dr. Paul Goss the Avon Foundation Award for Medical Advancement in Breast Cancer, she noted that the company’s fund-raising events began in 1955 as a $400 scholarship grant. To date, the foundation has raised $450 million for breast cancer and women’s causes.
Dr. Goss, director of Breast Cancer Research at Massachusetts General Hospital Cancer Center in Boston and co-director of the Breast Cancer Disease Program of the Dana Farber/Harvard Cancer Center, was honored for his research on the role of estrogen and the use of aromatase inhibitors in the treatment and prevention of breast cancer.
Arnold Fisher, a real estate executive at Fisher Brothers, received the Avon Foundation Community Advocate Award for his dedication to the Intrepid Fallen Heroes Fund, which provides financial support to families of military personnel killed in the line of duty, and to the Fisher House Foundation, which offers housing to families of hospitalized military personnel. Major Tammy Duckworth, who lost her legs during an attack in Baghdad less than a year ago, presented Fisher with the award.
The evening, which also included a musical performance by Lee Ann Womack, raised $2 million for the causes of breast cancer, domestic violence and community advocacy.
— Molly Prior