NEW YORK — Looking for a different way to send a greeting? Soon you’ll be able to say it with a scent.
After a successful six-month test with Wal-Mart, Walgreens and Meijer, a Long Island-based fragrance firm is introducing Scentiments, an eight-item collection that is part gift, part greeting card.
Gift-givers can select from Happy Birthday, Kisses, Happy Day, Friends Forever, Hello, Many Wishes, Thinking of You, and Just For You. Each outer carton is designed to reflect the respective sentiment — Happy Day is light blue with a sun and flowers and Kisses is white with red lips. On the back of each box, there are To: and From: spaces and a thoughtful message, such as "May you always have a smile on your face, and laughter in your heart" for Happy Day and "Love begins with a smile, and grows with a kiss" on Kisses. The 1-oz. fragrances have a suggested retail price of $10 each and will roll out this summer.
Deborah Richman, chief executive officer and creator of Scentiments, has been in the fragrance industry for 20 years. The company also markets the Lady in Red, Lady in White, ID and Club Red Brands.
"It is an easy and sentimental gift," commented Richman, who said retailers are always asking for something new for the fragrance department. "We came up with the idea of fragrance greetings."
The individual Scentiments juices are based on "bath and body-type fragrances," she said. All are light floral or fruity to appeal to a wide audience. The company worked with several fragrance houses to design the lineup, which it describes as follows: Kisses, plumeria; Friends Forever, pearberry; Happy Birthday, floral celebration; Happy Day, uplifting floral; Many Wishes, kiwi mango; Thinking of You, fruity fresh floral; Just For You, garden of many flowers, and Hello, playful floral.
Most of the artwork and poems were created by Richman and Merissa Smith, vice president of operations.
Richman is predicting sales of $20 million wholesale, which could register $40 million at retail. An advertising plan is in the works with an estimated budget of $2 million and will include print and possibly radio and cable TV ads. "We are looking at what would be most effective," said Richman.The fragrances can be displayed in the greeting card aisle in shelf displays that contain six bottles and also in the fragrance department. Richman said the test retailers have been merchandising more than one display per aisle. "They have been putting six to eight to 12 units per store," she remarked.
The eight scents have been whittled down from an original 18. Of these, all are "good sellers" and four are "great sellers," said Richman. Test stores have been logging sales at the rate of eight bottles a week.
“Azzedine has been one of the biggest influences in my life. He has always been such a strong, loving, fatherly figure to me. I call him Papa. His designs are indescribably unique, they are pieces of art. He knew how to make the female form look its loveliest. I have so many memories of him; my favorite might be during my first show with him in Paris. He liked me and he wanted to help me get more work. He called all his friends at Kenzo and Comme des Garcons, and asked them to book me. They said, ‘But she can’t walk!’ And he said, ‘but she has such a great ass!' His friendship and support has been the great privilege of my career. I can't imagine life without him. Repose en paix mon Papa.” - @stephanieseymour tells @wwd. #wwdfashion (📷: @steveeichner) #alaia #azzedinealaia
Azzedine Alaïa, flanked by two of his closest friends, models Stephanie Seymour and Naomi Campbell.
He designed Seymour’s dress for her 1995 wedding to Peter Brant, and treated Campbell (who famously called him Papa), like a daughter. For more on the legendary designer, tap the link in bio. #wwdfashion #alaia #azzedinealaia
Azzedine Alaïa's “I-did-it-my-way” ethos stood out starkly at a time when brands are experimenting with consumer-facing fashion shows, coed formats and trans-seasonal collections – anything to perk up lackluster sales of ready-to-wear in an age of Insta-everything. “It’s not creation anymore. This becomes a purely industrial approach,” the late designer told WWD in an interview last year. “But anyway, the rhythm of collections is so stupid. It’s unsustainable. There are too many collections.” Read more about the iconic designer’s life and work on wwd.com, link in bio. #wwdfashion #azzedinealaia (📷: @WWD Archive, 1986) #alaia
Sneaker reselling app @goat’s latest exhibit, "The Greatest: New York," tells the story of New York's sneaker culture. To celebrate the exhibit, an intimate crowd gathered on Thursday night at the pop-up gallery space, located at Platform in Culver City, to hear guest speaker and illustrator @esymai talk about her own rise in streetwear and women in the business. "For me I'm just someone who is creative. I like to create things," said Chang. #wwdfashion
Azzedine Alaïa, one of the most iconic couturiers of the modern era whose body-con designs defined Eighties fashion, has died in Paris. The diminutive Tunisian-born designer, known for his structured knitted dresses with fitted waists and impeccably cut, figure-hugging second skin silhouettes was deeply admired by his peers, and counted supermodel Naomi Campbell - his adoptive daughter - among his inner circle, one of a gang of glamazons including Farida Khelfa, Carla Bruni and Stephanie Seymour who became ambassadors of his style. (📷: Alexandre Guirkinger) #wwdblast