The Aramis Classic fragrance brand and the “Ocean’s” movie franchise share the same goal: finding an audience for a mix of old-school sensibility and contemporary coolness.
This story first appeared in the June 11, 2007 issue of WWD. Subscribe Today.
To help both reach it, Aramis sponsored the “Ocean’s Thirteen” premiere Tuesday in Los Angeles. Aramis, owned by the Estée Lauder Cos. Inc. and inspired more than 40 years ago by Estée Lauder’s husband, Joseph, was the only beauty brand in the group of sponsors, which included Visa and Belstaff.
Three blocks of Hollywood Boulevard were closed to auto traffic Tuesday evening to make way for a lengthy red carpet that led to Grauman’s Chinese Theater, where Matt Damon, George Clooney, Brad Pitt and producer Jerry Weintraub set their handprints in cement earlier in the day. Rafters lined the street full of fans hoping to get a snapshot of the “Ocean’s” crew and its arm candy, notably Angelina Jolie, who wore a black Versace clinger.
“They’re all my family members, so it doesn’t count,” Clooney joked about the crowd. “Apparently, people aren’t sick of us yet,” added Damon. For the after party, a parking lot was turned into a swanky Las Vegas-style lounge, replete with a fountain, Asian acrobats, cabanas, a band and fireworks. Lauder group president Patrick Bousquet-Chavanne lamented that one woman wasn’t among the revelers. “I am disappointed, no Julia [Roberts],” he said. “She was my favorite.”
Aramis did not sponsor premieres of the first two “Ocean’s” movies. However, the company decided to participate this time around — even though sponsorships reportedly cost $100,000 or more for such events — because of a perceived synergy between the “Ocean’s” franchise and the venerable brand, which has struggled to remain relevant as competitors pour into the men’s market.
But Bousquet-Chavanne pointed out the success of the relationship, like that of a movie, could come down to box office results — or, of course, another sequel.
Drom Appoints White
Fragrance supplier Drom Fragrances has named Michael J.R. White global applications director as part of a strategy aimed at strengthening the firm’s household products division. In his new position, White will head Drom’s application technology division worldwide from his post in Baierbrunn, Germany. White, 44, most recently worked at International Flavors & Fragrances as applications manager in charge of the home care sector.
‘Unforgivable’ Father’s Day Seen
Giorgio Armani’s Acqua di Gio fragrance, which was the number-one-selling fragrance brand for Father’s Day last year, could have some competition this year from Sean John’s Unforgivable, according to NPD Beauty. The Sean John scent was the top-performing launch of 2006, the tracking firm noted, adding that it will be a “top seller to watch” — in addition to Armani’s Acqua di Gio, Code and Attitude scents — for the holiday, which falls on June 17. Unforgivable was second to Acqua di Gio last Father’s Day, and it was followed by Armani Code, Ralph Lauren’s Polo Blue and Polo Black. The top-five gift set brands for Father’s Day last year were Eternity for Men from Calvin Klein, Acqua di Gio, Azzaro’s Chrome, Armani Code and Davidoff’s Cool Water.