The Estée Lauder Cos. Inc. is looking to give further spark to its Aramis fragrance business with the October introduction of a scent called Impeccable. The limited edition men’s eau de toilette follows Cool Blend, also a limited edition men’s edt that was launched in February.
Executives at the company have worked to streamline the look of the fragrance brand, an initiative that by and large kicked off with the introduction last September of the Gentleman’s Collection by Aramis. The move was a re-launch of Aramis’ eight men’s scents that were introduced between 1974 and 2006.
The latest effort is geared toward men 35 to 65 years old, a “confident man whose attention to detail is magnetic, from the way he carries himself in any situation to the way others view him,” said Diana Espino, vice president and general manager of the Sean John Fragrances, Lab Series Skincare for Men, Aramis and Calyx businesses. “Impeccable is the man who knows that the way he dresses expresses power, courage and intellect.”
“We wanted men to have a sophisticated scent that carries a masculine familiarity in it,” added Trudi Loren, vice president of corporate fragrance development worldwide at the Estée Lauder Cos. Inc., who worked with International Flavors & Fragrances to compose Impeccable. It’s described as fresh and polished — “the black-tie fragrance,” according to the firm — and features olfactive accords that include Moroccan cedar wood, black pepper, juniper berry and citrus zest.
The idea of a finely tailored tuxedo inspired the scent, whose bottle is shiny black with a gold top and placard, and whose outer packaging features a centered, vertical black stripe over a field of textured charcoal black.
Impeccable will come in a 3.7-oz. flacon for $55, a price that’s on par with the original Aramis Classic scent, a 1964 entry. It will be available in the U.S. at Macy’s, Bloomingdale’s, Lord & Taylor, Belk and Dillard’s for a total of about 1,000 doors. Internationally, it will be launched in markets like Austria, Benelux, Israel, Scandinavia, Portugal, South Africa, Switzerland, Turkey and the U.K.
The scent could do more than $3 million in retail sales volume, with North America accounting for about 14 percent of that figure, or roughly $420,000, according to industry sources. About 68 percent of revenues of Lauder’s Aramis and Designer Fragrances division are from international sales.
The launch of Impeccable will be supported by tester units, 26,000 vials on card, in-store visuals and cooperative advertising, noted Carol Russo, senior vice president and general manager of sales and marketing for North America at the Aramis and Designer Fragrances division.
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