By  on September 10, 2010

What better way for John Varvatos to mark 10 years in business — besides a rock ’n’ roll bash Saturday night — than to launch a new fragrance?

The designer has unveiled a limited edition men’s eau de toilette called John Varvatos 10th Anniversary Special Edition. It’s his first project with fragrance licensee Elizabeth Arden Inc., which acquired the license from Shiseido Americas Corp. earlier this year.

“I wanted something that felt a little sexier for men,” Varvatos said, discussing the oriental-amber’s key olfactive accord: patchouli orpur. “[Givaudan perfumer] Rodrigo [Flores-Roux] was a good guideline there.”

The scent is slated to hit stores in the U.S. next month, followed by a rollout to international markets like Germany, Switzerland and European travel retail in November.

“We’re looking to build [Arden’s] men’s designer business with [John Varvatos],” said Tamara Steele, senior vice president of global fragrance marketing at Arden, adding a “growing men’s designer brand” is integral to global expansion.

The fragrance opens with notes of chinotto orange, bergamot and Ceylonese cinnamon. The patchouli orpur is found at the scent’s heart, which also includes Haitian vetiver roots and black leather. The amber is found in the fragrance’s drydown, along with cistus resin, fluid balsams and Tamboti wood.

Of his new union with Arden, Varvatos said, “The thing that pleased me so much was I wasn’t trying to push this project down their throats. Ron [Rolleston, executive vice president of global fragrance marketing for Arden] and I had a meeting on ideas about the 10th anniversary. That day, we started working on the packaging. Everyone jumped in and made this happen in a short time frame.”

The glass, chrome-finish bottle features a hexagonal, boltlike cap whose top is debossed with “JV.” It also reads, “John Varvatos • Celebrating Ten Years.” A dog tag featuring a John Varvatos 10-year logo hangs from the neck of the flacon.

In addition to the designer’s boutiques, the fragrance (4.2 oz. for $88) will be carried at selected specialty and department store doors.

The scent will be supported with print ads in December issues of top fashion books, as well as social media efforts. Industry sources estimate the scent could generate retail sales volume of $4 million.

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