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NEW YORK — A little more than a decade after Tommy Hilfiger entered the fragrance business with the Estée Lauder Cos., the designer is launching two scents celebrating the dawning of his beauty business.
Tommy 10 and Tommy Girl 10 are due in September.
“On a global basis, this is the 10-year anniversary of the Tommy and Tommy Girl fragrances, and it has been a very good ride,” said Veronique Gabai-Pinsky, senior vice president and general manager of the Aramis and Designer Fragrances division of the Estée Lauder Cos., noting that the Hilfiger franchise was Estée Lauder’s first designer licensing agreement.
Hilfiger noted that in coming up with the scents, he and his team examined the heritage of the originals and reinterpreted them for a modern audience. “After 10 years, we wanted to take our success and update it,” he said. “And we think we have a perfect 10 with these two new fragrances.”
Originally, said Hilfiger, the women’s fragrance was very strong and the men’s was very spicy. The latest incarnations, on the other hand, are “all about freshness and nature,” he said.
In fact, said the designer, the two new fragrances are intended to embody “an American journey” — and indeed, the notes of the two scents read like a road trip in a bottle. Tommy Girl 10 has top notes of tart Nantucket cranberry, luscious Marion pear, sweet Pixie tangerine and Indian River grapefruit; a heart of Mississippi magnolia, California honeysuckle and Virginia water lily, and a drydown of Vermont cream, butterscotch and Rocky Mountain birch.
Tommy 10, for men, opens with notes of Seattle rain, Hawaiian pineapple, Fresh Kentucky bluegrass and tart Cape Cod cranberry; has a heart of wet violet, Rocky Mountain blue spruce and Arizona saguaro cactus flower, and has a drydown of Long Island driftwood, Vermont red maple wood and Wyoming cottonwood, said Trudi Loren, vice president of corporate fragrance development worldwide for Aramis and Designer Fragrances. Loren developed the two scents in cooperation with Firmenich, which did the men’s fragrance, and Quest International, which produced the women’s fragrance.
Both scents will be offered in reinterpretations of the original bottles — more faceted and with a lower profile, noted Fabrice Weber, president of Aramis and Designer Fragrances.
The men’s version will offer eaux de toilette in 1.7-oz. and 3.4-oz. bottles for $38 and $49.50, respectively; the women’s scents, also eaux de toilette, will be priced at $39.50 for 1.7 oz. and $52 for 3.4 oz. No ancillaries will be launched with the scents.
The Tommy 10 duo will be available in about 2,100 U.S. department and specialty store doors, as well as on tommy.com. They will also be launched globally in September.
The two scents will be kicked off with an advertising campaign shot by Dewey Nicks at Montana de Oro State Park in Los Osos, Calif. The campaign features models Parker Gregory and Esti, and three images will be used: single shots of Parker and Esti for the men’s and women’s scents, respectively, and a masterbrand shot that shows the duo in a vintage American car, looking ready to head off on a road trip. Advertising will break in September fashion, beauty, lifestyle and men’s magazines, noted Carol Russo, senior vice president and general manager of sales and marketing, North America, for Aramis and Designer Fragrances. Nicks also shot the original Tommy and Tommy Girl fragrance campaigns.
While executives would not comment on projected sales or advertising spending, industry sources estimated that the two scents together will do about $30 million globally in their first year — with about $10 million in retail sales projected for the U.S. Advertising and promotional spending could reach $14 million globally, said industry sources.