NEW YORK — Cartier is aiming to overhaul its fragrance business with the fall introduction of its newest women’s scent, Le Baiser du Dragon.
For the first time in Cartier fragrance history, the brand will launch the scent first in the U.S. rather than in France. And to give the fragrance maximum impact, the scent is being tied to a new jewelry line of the same name, noted Stanislas de Quercize, president and chief executive officer of Cartier.
“We see this scent as the first step toward the rebirth of Parfums Cartier,” said de Quercize, who also is aiming to create a new women’s category — woody vetiver — with the fragrance. “Le Baiser du Dragon is centered around unexpected woody notes, which are not commonly used in women’s fragrances,” he added.
The fragrance’s target audience is 30- to 45-year-old women, noted Joseph Giugliano Jr., general manager of fragrance for Cartier.
The juice, by Alberto Morillas of Firmenich, is a woody vetiver. Morillas also created Cartier’s Panthere de Cartier. Le Baiser du Dragon’s top notes are of soft amaretto, vibrant neroli flower and luminous gardenia; middle notes are of sensual cedarwood, iris and Bulgarian rose, and base notes are of woody vetiver, patchouli, smoky amber and tear of Benzoin, a resin of a wood that smells like chocolate and caramel.
The collection includes a 1-oz. parfum for $175 and eau de parfum sprays in three sizes: 1 oz. for $55, 1.6 oz. for $80 and 3.3 oz. for $110. Ancillaries include a 6.75-oz. bath and shower cream for $45 and a 6.75-oz. body milk for $40. Exclusive gift sets for Neiman Marcus and Saks Fifth Avenue also will be offered. The Neiman Marcus set includes a 1-oz. parfum, a 3.3-oz. eau de parfum, a 6.75-oz. bath and shower cream and a 6.75-oz. body milk for $370, and the Saks gift set includes eau de parfums in both the 3.3-oz. and 1-oz. sizes as well as full sizes of bath and shower cream and body milk for $250.
The bottle is designed to be a modern interpretation of vintage Cartier packaging, symbolizing the brand’shistory, linking back to the brand’s original flacon, said de Quercize. The clear, round glass bottle features the black Chinese symbol for longevity. The bottle’s top is also of glass — black with a red strip and a silver stylized Chinese-symbol top. The bottle and cap were designed in-house, and manufactured by Bormioli Luigi. “The colors and symbols are intended to correspond to the brand’s core values, including strength and elegance, luxury and mystery and harmony and serenity,” added de Quercize.The fragrance launches in the U.S. in mid-August and will be in extremely limited distribution, noted Giugliano. While Cartier fragrances are currently in about 269 doors, total distribution for the new scent will be less than 200 doors, he said. About five of these doors will get the fragrance on Aug. 15, including Cartier’s New York flagship and Neiman Marcus doors in Dallas’ North Park, Beverly Hills, Chicago and San Francisco. The second wave will hit on Sept. 15, when the remaining Cartier boutiques and Neiman Marcus doors — about another 63 stores — get the scent. In November, Saks Fifth Avenue’s New York flagship will get the scent, and post-Christmas, the remaining Saks doors — about 59 of them — will get the fragrance. In spring 2004, the fragrance will enter its remaining doors —select Bloomingdale’s and Nordstrom locations.
While neither de Quercize nor Giugliano would comment on projected sales, industry sources estimated that the fragrance would do upward of $5 million at retail in its first six months on counter, with total first-year numbers expected to top $8 million.
While no national advertising is planned at launch — a campaign is tentatively planned for spring 2004 — Cartier will drive awareness through in-store materials and about 1.5 million scented pieces, including deluxe miniatures and direct mailers. Scented Cartier ribbons and hair mists also will be offered.
“We think that the Le Baiser du Dragon fragrance is extraordinary — it’s a unique, timeless scent that we feel is destined to become a classic,” said Jim Gold, senior vice president and general merchandising manager for Neiman Marcus. “A great juice is coupled with a bottle that’s a work of art. I think that everything about this fragrance represents pure luxury, which is why Cartier and Neiman Marcus are the perfect match. It’s a great marriage, and we’re going to make sure it’s a home run.”
The annual Veuve Clicquot Polo Classic in Pacific Palisades this weekend drew Kate Hudson, Tracee Ellis Ross, Laura Dern and more. See pictures of the star-studded event on WWD.com. (📷: @chelsealaurenla) #wwdeye
In his new book “Hollywood Royale,” Andy Warhol’s Protégé Matthew Rolston celebrates the Eighties revival of Hollywood glamour. Featuring more than 100 portraits taken by Rolston from 1977 to 1993, the book contains photos of icons like Michael Jackson, Cyndi Lauper, and @drewbarrymore, pictured here in 1991. “Hollywood Royale,” out today, will be accompanied by an exhibition opening at Los Angeles’ Fahey/Klein Gallery on March 1. #wwdeye
"Nowadays when life is not so happy with everything going on in the world, I think people come to me for a little bit of whimsy and color and fun." - Designer Rebecca De Ravenel on her cult-favorite jewelry line. (📸 : @vsteves) #wwd40
“Everyone is talking about how the retail industry is struggling, but I think it’s an incredible time because brands who are doing something different and innovative are setting themselves up for the future,” said @adamgoldston, who founded the luxury athletic brand @apl with his brother @ryangoldsten. The Goldston’s are part of WWD’s 40 under 40: a group of industry notables. See the rest of the list on WWD.com. (📷: @vsteves) #wwd40
@eyeswoon blogger Athena Calderone debuted her first-ever cookbook, “Cook Beautiful,” which is heavily centered on the presentation and visual expression of food. Pictured here are her miso glazed carrots from the book. Get the recipe on WWD.com. (📷: @johnny_miller_) #wwdeye
“It’s passion that helps get anybody to a certain point and it’s what’s propelled me,” said Kith founder @ronniefieg, one of WWD’s 40 under 40: a group of industry notables who are changing the face of retail, fashion and beauty. Fieg, who opened a Manhattan flagship on October 7, began his career at age 13 as a stock boy and salesman for footwear chain David Z. “I think staying true to [my] beliefs, hard work and passion have gotten me to where [Kith] is today.” See the rest of the 40 at WWD.com. (📷: @vsteves) #wwd40
25-year-old @samweaving is about to break out this fall, starring in Netflix’s horror film “The Babysitter,” fittingly out today on Friday the 13th. That’s not the only place you’ll be seeing her, though — Weaving’s got a role Showtime’s “SMILF” and another alongside Frances McDormand and Woody Harrelson in “Three Billboards Outside Ebbing, Missouri.” Though she’s got a full plate at the moment, there’s one role she’s got her eye on: Marilyn Monroe. “I’m a little too young at the moment, but it’s on my bucket list,” the actress told WWD (📷: @dandoperalski) #wwdeye
BFF's Poppy Jamie and Suki Waterhouse celebrated the launch of their bag line Pop x Suki at Nordstrom last night. "The line is really about our friendship, and how we are so different but complement each other," said Waterhouse. 👯 (📷: Katie Jones) #wwdeye
After designing the new @louisvuitton and @bulgariofficial flagships and a @chanelofficial boutique opening in Japan, @petermarinoarchitect has another project on his plate: The Lobster Club. Located in the Seagram Building, it’s the famed architect’s first restaurant project in New York, serving up modern Japanese brasserie-style cuisine. Bronze hues, bespoke material detailing, blush and chartreuse tones and a heavy emphasis on Picasso can be seen throughout. Mark your calendars for Nov. 1 for the much-anticipated opening. (📷: @clint_spaulding) #wwdeye