NEW YORK — Larry Couey keeps diving in — even if it means swimming upstream a bit.
Maybe Couey’s inspiration is derived from being based along the banks of the Delaware River in artsy New Hope, Pa. Or maybe it’s that he’s weathered enough ups and downs over a 25-plus year career in the beauty industry to know business has its cycles.
Whatever the motivator, Couey, founder and president of Revelations Perfume & Cosmetics, is preparing to launch another scent in the troubled mass fragrance market. According to Information Resources Inc. sales of mass market women’s fragrances slipped 6.8 percent to $363 million for the year ended Feb. 23, excluding Wal-Mart. While sales of Revelations’ women’s scent Truth still represents less than 1 percent of the market, it has been showing promise. Retail sales increased 31 percent to $820,000 for the same period. Adding Wal-Mart — which accounts for 20 percent of Revelations business — brings its total retail sales to more than $1 million. Revelations also markets a men’s scent — Truth for Men — and has extended the women’s Truth brand into scented lotions and gels.
Meanwhile, in the spirit of David and Goliath, Couey continues a legal battle with Calvin Klein over the sale of Calvin Klein’s Truth fragrances in mass market outlets. In 2000, Revelations sold the Truth trademark to Calvin Klein with the provision that Revelations can develop the Truth Revelations line for sale in food, drug and mass merchant stores. Couey claims Calvin has violated the agreement by allowing the sale of Calvin Klein Truth fragrances in mass doors. The lawsuit, filed in September 2002, is still in the discovery phase.
The latest fragrance from Revelations — Loving — will be in stores for Mother’s Day. The positioning, like Revelation’s Truth and Truth for Men, is uplifting. "We aspire to live in a loving world and we each need to play a part in the effort to bring it forth," says the company in marketing materials for the scent. The tag line for the scent is "Soft and Reassuring. Always New." A sensual floral, Loving, is a blend of Italian mandarin, pink pepper, Turkish rose, water jasmine, lily of the valley and the essence of white gardenia. It is finished with white musks, blond woods and sheer amber. It was designed by Wessel of Englewood Cliffs, N.J. A 3.4-oz. eau de parfum spray is $21.95; the 1.7-oz. is $15.95. There is also a 0.5-oz. purse spray for $7.50. Couey declined to comment, but sources predict Loving’s first-year sales could hit $1 million to $1.5 million.Couey says that Revelations is "here for the long haul. We are trying to build successful brands." CVS, Eckerd, Duane Reade, Albertson’s, Longs and Brooks Drug, have already agreed to take on Loving, according to Couey. And a men’s version — Loving Man — will be out in time for Father’s Day 2004, he added.
To support its fragrance lineup, Revelations has created two ad campaigns. One spread will feature Truth on one side and Truth for Men on the other. The other campaign will offer a page for Loving and a page for Truth. The ads will contain scent strips and appear in spring and fall magazines.
@chanel and @pharrell dropped what’s being dubbed as the world’s most exclusive sneakers yesterday. The Adidas Originals NMD Hu, which Williams designed in collaboration with Chanel and @adidasoriginals, has a waiting list of over 120K people who pre-registered online at chanelatcolette.fr –– and only 500 pairs are on sale. The singer predicted the resale value of the shoes could reach $40K. Read the full interview on WWD.com. Link in bio. #wwdfashion (📷: Dominique Maître)
@imanshumpert is diving deeper into his creative endeavors and relaunching his clothing line, Post 90s, and is helping to raise money for the hurricane victims in St. Maarten with a jersey he’s designed with his brother. The Cleveland Cavaliers player talked to WWD about kneeling during the national anthem, working with fashion brands and how he wants to be more than an @nba player. Read the interview on WWD.com #wwdfashion (📷: George Chinese)
Not only does #TheProfit return to CNBC tonight, but @marcuslemonis has launched @shopmarcus, a new shopping and lifestyle retail experience in Aspen and Chicago, with more locations to come. The retail stores offer in-store stylists and a variety of contemporary womenswear selections.
“It’s life, I’m going to face it,” @mingxi11 sighed. “I fell, but you know, I think the most important thing is that I get back up. I had the love, the help from my sister — the girl next to me Gizele [Oliveira] — she’s so nice. When I went backstage everybody was trying to comfort me like ‘Oh Ming, it’s OK.’ I’m really, really touched. I think it’s them who gave me the courage to go back on stage for the finale,” Xi told WWD of her fall at the @victoriassecret fashion show. (📷: David Fisher) #wwdfashion #vsfashionshow #victoriassecret
@louisvuitton tapped @therealpeterlindbergh for its latest city-centric photo book, which is part of a series called Fashion Eye. The primarily black and white book captures the spirit of Berlin in 57 images shot between 1989 and 2019. “Berlin is an inspiration for me, more than a city. I mean @millajovovich is simply Berlin!” said Lindbergh. #wwdfashion
“You know, I think audiences expect a certain performance so I have to deliver to them what they’re expecting to a certain degree. But I’m also a different actor and a different person, I have my own spin on the character,” says @noahegalvin of his takeover of the leading role in “Dear Evan Hansen” following the departure of @bensplatt, who originated the role. Read WWD’s interview with the 23-year-old actor on WWD.com #wwdeye (📷: @jilliansollazzo)
For pre-fall 2018, @etro created richly-colored wonderland, using tapestries, textiles and wallpapers from the Eastern world at large. The line featured floral and graphic prints and jacquard motifs, like this two-piece look featured here. #wwdfashion (📷: Giovanna Pavesi)
@kith is moving into children’s. The men’s and women’s streetwear brand has launched Kidset, a Kith kids line located in New York at 64 Bleecker Street. The line includes mini versions of staple Kith pieces like the Astor bomber jacket and the Kith box logo sweatshirts, along with a wall that can display up to 120 pairs of shoes from @adidas, @newbalance, @timberland and more. #wwdfashion
“I just wanted to create this fully rounded character, but I do think what excited me most was just the opportunity to give a group of people representation that I feel needs it. I like to do characters in projects that stand for something and Karolina definitely does, so that was really exciting to me,” @ginnygardner says of her new role in @hulu’s “The Runaways.” Gardner plays Karolina Dean, a queer superhero, which is a rarity for @marvel. Read more about Gardner’s character on WWD.com #wwdeye (📷: @dandoperalski)