Jack Black is aiming to make a statement in fragrance with JB Eau de Parfum, its first stand-alone scent, due out later this month.
The men’s grooming firm, which is celebrating its 10th anniversary this year, created the scent along with fragrance supplier Robertet, and aromas found in the existing Jack Black product assortment inspired the new fragrance.
“It’s a very important year for us,” said Emily Dalton, who founded Jack Black along with Curran Dandurand. “As we were thinking about a decade of grooming, we reflected on the core of Jack Black — we focus on [key] ingredients for formulations.”
“The partnership with Jack Black was important because they wanted natural ingredients,” said Lorene Broc, senior vice president of fine fragrance at Robertet’s New York creative center. She noted that Grasse, France-based Robertet SA has been sourcing ingredients from certain farms for more than four generations.
Perfumer Jerome Epinette composed JB Eau de Parfum, a woody, aromatic, spicy scent that took about a year to develop. The 18 percent essential oil blend opens with a “sparkling” accord comprising notes of tangerine, spicy black pepper and peppermint, while the heart of the scent features elemi coeur, geranium coeur, eucalyptus and tiger orchid. The fragrance dries down into notes of smoky papyrus, black amber and blond woods.
When briefed by Jack Black, Epinette was given a “visual inspiration board” chockablock with masculine imagery. “I wanted to bring the man of today to life through scent,” he said. “I was inspired by the botanicals from Jack Black’s grooming heritage.” In particular, the peppermint, geranium and tangerine are key notes.
Dalton, who contends that JB Eau de Parfum’s “exotic, new” olfactive notes complement existing aromas in the line, noted the scent’s tag line, “Seek truth, not trends,” is meant to resound with the attitudes of the target audience.
The blocklike heavy glass bottle, produced by Verreries Brosse, is meant to have a utilitarian feel. A motorcycle-inspired chrome-finish cap tops the amber-colored fragrance.
The 3.4-oz. $70 scent will first be introduced at Nordstrom, where it will be carried exclusively for two weeks before reaching Neiman Marcus, Bloomingdale’s and Saks Fifth Avenue in November. Plans call for the fragrance to be carried in 500 doors initially, before rolling out to roughly 900 doors, according to Dalton.
Industry sources estimate the scent could generate close to $2 million in first-year retail sales.
To promote JB Eau de Parfum, the brand will hold events showcasing the raw materials used in the scent — “to emphasize [its] craftsmanship,” said Dalton. The brand has a team of about 100 people who will work with store personnel on the events and sampling — an effort that initially includes 50,000 sample units.
Jack Black has dabbled in the fragrance arena before. Five years ago, it launched a trio inspired by “gentlemanly…premium liquor” that was dubbed Liquid Magnetism and comprises the Signature Black Mark, Silver Mark and Blue Mark scents.
This time around, “We were looking for something artisan,” said Dalton. “This is very different, a synergistic, olfactive link back to shaving, skin care and grooming. Fragrance is the finishing touch.”
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