BERLIN — Bogner’s newest fragrance may not grow on trees, but it’s definitely grown out of them.
This story first appeared in the August 9, 2002 issue of WWD. Subscribe Today.
Called Bogner Wood, the men’s scent is an ode to wood in manifest forms, and fulfills a dream for Dragoco parfumeur, Martin Gras. For years, he’s collected wood notes — over 10,000 of them — and could combine many for the first time in this creation for Bogner and Cosmopolitan Cosmetics, Wella’s fragrance and cosmetics division.
The heart of the scent blends Caribbean Guaiak wood, Asian sandalwood, Mediterranean cedar, ebony from Cameroon and Madagascar, Brazilian Itauba, Japanese Hinoki and Indonesian Sompoi, framed by top notes of bergamot, nutmeg and coriander and bottom notes of white musk, vanilla and amber.
The bridge-priced scent will make its debut in perfumeries and department stores in Germany, Austria and Switzerland in September. The five-unit range starts at $14.50 for 200-ml. shower gel and 75-ml. deodorant stick, and caps at $38 for the 75-ml. eau de toilette natural spray. Prices have been converted from the euro at current exchange rates and are for Germany.
Cosmopolitan Cosmetics Prestige would not disclose first-year sales goals, but Bogner fragrances have a strong following in German-speaking Europe, winning over four German FiFi awards. In its main markets of Germany, Austria and Switzerland, Bogner is estimated to generate about $24 million in beauty sales annually.