NEW YORK - With the spring introduction of its newest masculine fragrance, called Cannabis Santal, Fresh intends to head in a more sensual direction.
Meanwhile, the beauty company, which is majority-owned by LVMH Moët Hennessy Louis Vuitton, is focused on slowly growing its wholesale business as well as expanding its network of freestanding stores.
"I wanted to create a sensual, masculine fragrance," Lev Glazman, the firm's chief executive officer and director of product development, said of Cannabis Santal. "There's a new approach by men," he added, "from the standpoint that they want to take care of themselves and they buy products that make them feel good."
The eau de parfum, which Glazman developed along with Givaudan's Caroline Sabas, has top notes of bergamot, brazilian orange and black plum. The heart of the scent includes patchouli, rose and cannabis accord, which intermingle with a base of chocolate, vetiver and vanilla musk.
"Rather than a citrusy [scent], this is much deeper," said Glazman, referring to the rose and chocolate accords.
Cannabis Santal is intended to complement Pink Jasmine, a feminine fragrance Fresh introduced in early December. Pink Jasmine was inspired by "that one moment," from a man's perspective, "when he thinks about a woman and remembers her scent," noted Glazman. The opposite scenario inspired Cannabis Santal. "I wanted to have the woman experience the same thing."
Cannabis Santal is scheduled to be launched in April. The brand's full distribution of 535 doors in the U.S. includes nine Fresh boutiques, Neiman Marcus, Bergdorf Goodman, Barneys New York, Saks Fifth Avenue, Sephora, Blue Mercury, C.O. Bigelow and other independent boutiques. Internationally, the brand is carried in 17 Sephora doors in France and 18 points of sale in the U.K. Fresh also has three boutiques abroad - in Paris, London and Seoul.
The 100-ml. eau de parfum, which is priced at $75, could generate first-year retail sales of $1 million, according to industry sources.
LVMH, which acquired a stake in Fresh five years ago, also bought numerous other beauty brands, including Bliss, Hard Candy, Benefit Cosmetics and Urban Decay, in roughly the same time frame.
"I think that all anyone really wants in life is to have people understand us for who we actually are, despite everything," says Ruth Negga. The actress talks "Preachers" season 2 and more on WWD.com. #wwdeye (📷: Dan Doperalski)
"That's something that resonates with me too because I'm so locked into a number. If I go over that number it completely ruins my day so it's nice to get detached from the number on the scale." - Chelsea Handler on Kelly LeVeque's book "Body Love." #wwdeye (📷: John Salangsang)