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NEW YORK — Entrepreneur Michel Germain has a lofty aim with his fourth fragrance: “revealing a woman’s personal feelings of beauty and perfection.”
This story first appeared in the March 21, 2003 issue of WWD. Subscribe Today.
The scent, Immaculate, launches today in 26 Bloomingdale’s doors — and Germain, a former electrical engineer-turned-entrepreneur from Ottawa, Canada, feels its point of difference is in its claim of being all natural, not to mention the fact that it comes in a bottle revealing a girl’s best friend, a diamond.
“Immaculate was inspired by a situation,” noted Germain. “My wife was preparing to go out, and when she entered the room, had an expression of beauty and perfection on her face. I am trying to capture that feeling — one’s personal feelings of beauty and perfection are what Immaculate is all about.”
The fragrance, with a juice by International Flavors & Fragrances, opens with notes of rose and dewy citrus and “blooms” into a bouquet of fresh flowers that include jasmine. Immaculate, Germain claims, is the first all-natural fragrance to be created in 120 years. It is composed only of flower oils and pure ingredients from natural sources, he said, and does not contain any synthetic ingredients. “From an olfactive point of view,” Germain said, “I feel that nature is perfect, so the fragrance [intended to express perfection] should really only contain natural ingredients.” Although many fragrances claim to be all natural, Germain said this is because the FDA allows products containing only 1 percent natural ingredients to be labeled natural.
Immaculate is available in 1-oz. and 1.7-oz. bottles that retail for $60 and $85, respectively. The diamond-shaped bottle was designed to lie on its side and may be refilled for $35 for the 1-oz. size and $42 for the 1.7-oz. size. Its carton is white — to reflect the purity of the scent — with black print.
Industry sources estimate the scent could generate retail sales of $1.5 million in its first year.
Immaculate is launching next week in Canada at The Bay in more than 30 doors. While there is no advertising planned, the launch will be supported by point-of-sale in-store visuals at all stores, sampling, personal appearances by Michel Germain at most Bloomingdale’s and Bay stores and a promotional selling team positioned at all stores.