NEW YORK — Peter Thomas Roth is entering a new category. A decade after the launch of his treatment line, Peter Thomas Roth, one of the pioneers of the clinical skin care category, will add fragrance to his lineup of creams in November with...
NEW YORK — Peter Thomas Roth is entering a new category. A decade after the launch of his treatment line, Peter Thomas Roth, one of the pioneers of the clinical skin care category, will add fragrance to his lineup of creams in November with scents for both men and women.
“We are in our 10th year and almost everything is fragrance free,” said Roth, chief executive officer of Peter Thomas Roth Clinical Skin Care and president of June Jacobs Spa Collection. “I always wanted to do a fragrance and have been dabbling in it for about 20 years.”
Roth teamed up with June Jacobs, chief executive officer of June Jacobs Spa Collection and president of Peter Thomas Roth Clinical Skin Care, to found Peter Thomas Roth Clinical Skin Care in 1993. The brand attained distribution in spas, salons and doctors’ offices. It became available via the Bliss catalog in 1996 and entered Sephora in September of 1998. In 1999, the brand went into limited department store distribution in doors like Nordstrom, Saks Fifth Avenue and Bloomingdale’s. Now, the products are available in approximately 4,000 U.S. doors, including boutiques, spas and salons.
Industry sources estimate the men’s and women’s fragrances could generate first-year retail sales of $5 million.
Roth described the fragrances, simply called It, by relating them to a feeling he wanted to evoke in people, which he described as “that same feeling you would have if you were in a movie theater and your favorite movie star comes on the screen and you just go, oh my God. You can’t describe it, but it’s just, it’s it. That’s what it has to have.” He wanted the scent to be “dewy, misty and clean” and felt it should be a fruity floral, “because we deal with a lot of alpha hydroxy acids, we’re already in those fruity acids. To be there would be a smart extension for perfume.” The men’s, also a fruity floral, is described as fresh and clean. “We didn’t go out on that limb with the men’s, because the last thing you want is someone to want you out of the elevator before they get sick. The ladies’ was a bit more avant-garde, but still not offensive.”Sophia Grojsman of International Flavors and Fragrances blended the juice for both fragrances. The It eau de parfum for women, which retails for $52 for 1.7 oz., contains top notes of fresh, wet floral with fruity accents and dew drops; middle notes of cyclamen, rose and white magnolia with heliotrope, muguet and violet, and bottom notes of spice, amber and musk. The It eau de cologne for men is “a fresh, modern classic” that retails for $42 for 1.7 oz. Top notes include a wet brilliant accord of citrus aromas; middle notes are natural herbs and spices, and there are bottom notes of white woods, amber and deep musk.
The packaging is as offbeat as the name. Roth decided on a white rectangular Pochet bottle with black writing to display a description of the scent. “We wrote all over it exactly what I felt the perfume is telling you, but in a fun, different way,” noted Roth. His intention was to make an art form out of the fragrance and bottle. Besides the fragrance being a first for Roth, this represents the first time the brand has created outer packaging for its products. Also, to be true to the Peter Thomas Roth packaging, all of the ingredients are listed on the back.
The fragrance will be available at 400 doors nationwide, including Sephora, select Bloomingdale’s and Saks Fifth Avenue stores; specialty stores and salons, and at peterthomasroth.com. Ancillaries for Peter Thomas Roth It, such as shampoo, conditioner, body gel and a candle, are possibilities in the future.
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