NEW YORK — Comme des Garçons is branching out beyond its limited distribution with Comme des Garçons 2.
The scent, introduced in 1999, has only been available in a 1.7-oz. spray at Barneys New York and Comme des Garçons stores. Now, in response to a September 2002 licensing agreement with Puig Beauty and Fashion Group to expand the brand’s offerings and distribution, a complete collection of Comme Des Garçons 2 fragrance, body and home products will launch this October.
“We want to retain the unique position Comme des Garçons has held,” noted Martha Brady, general manager of Puig North America Beauty and president of Puig USA. “We’ll introduce the fragrance’s spirit and creativity to a broader, selective distribution.”
The Comme des Garçons line is set to debut exclusively at Nordstrom and Barneys and will later roll out to select Sephora doors. “We’re going to keep it selective and in under 100 doors,” said Lisa Hawkins, vice president, marketing, who added, “This is in keeping with the position of the fashion brand,” which she described as one for consumers who are looking for new alternatives. “We really want to match the marketing strategy to that very selective, alternative consumer.”
The juice, created by Mark Buxton of Creations Aromatiques, is based on two olfactive categories: technological, which contains notes of ink and new aldehydes, and natural, which comprises incense, magnolia, patchouli, cedarwood, amber and labdanum. “The perfume is all about contrasts and compliments, and the duality expressed by the number two,” noted Hawkins, who explained this was the intention of Comme des Garçons designer Rei Kawakubo.
The new lineup includes a 3.4-oz. eau de parfum spray, priced at $85; a 1.7-oz. eau de parfum spray for $65, and a 0.85-oz. eau de parfum spray for $45, which the company refers to as “pocket sized.” The ancillaries include: a 5.25-oz. soap that retails for $18, and a 6.8-oz. body lotion and 6.8-oz. body cream, priced at $45 and $55, respectively. Items for the home include a candle, incense sticks and holder, for $30 each. Comme des Garçons 2 comes in a silver reflecting bottle and the outer packaging is deep brown and white.Puig executives refused to discuss figures, but industry sources estimate the fragrance could generate as much as $3 million at retail its first year in the U.S.
“We have the same goals and because of the unusual agreement, we can carry on doing what we want,” said Adrian Joffe, president and ceo of Comme des Garçons. “I’ve been thinking about it for 10 years,” he explained. “Either enter into a partnership or expand our company. It made more sense to go with the experts.” He noted that Comme des Garçons 2 for Men will bow in September, as will a new fragrance in two to three years.
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