NEW YORK — Tom Ford’s aggressive foray into beauty is about to expand. This fall the designer will launch a new women’s fragrance and reintroduce his second men’s scent, Tom Ford Extreme, alongside an After Shave Splash and an After Shave Balm. Additionally, five new grooming products inspired by Ford’s highly successful and first ever men’s scent, Tom Ford For Men, hits stores this week.
The Tom Ford For Men Ancillary Collection, which consists of an after-shave splash, cleansing bar, shower gel, hydrating emulsion and after-shave bar—all scented with Tom Ford For Men—made its official debut at Neiman Marcus, Nordstrom, Bloomingdale’s, Bergdorf Goodman Men, Saks Fifth Avenue and Sephora on Saturday. And company executives are betting the latest addition to Tom Ford For Men, which ranges in price from $18 for the cleansing bar to $52 for the 3.4-ounce after-shave splash, will only add to the brand’s growing success. <
“We initially thought the men’s business would represent 25 to 30 percent of our volume, but it’s now representing 35 to 40 percent of total Tom Ford Beauty business,” said Diana Waldron, vice-president of global marketing, Tom Ford Beauty. Industry sources project Tom Ford For Men, which launched last fall, to do $25 million in global retail sales in its first year. It was the number-one fragrance at both Saks Fifth Avenue and Neiman Marcus in November, and the number-one seller at Selfridges in the U.K. just two weeks ago.
“I think because Tom was launching his first men’s wear collection, people were looking to see what kind of accessories he was doing, and fragrance was one of those,” said Waldron. Ford’s 12-scent Private Blend collection is set to debut next month at Bergdorf Goodman Men alongside the launch of Tom Ford’s men’s wear collection at the store.
Ford has quickly proven himself a master of fragrance since his entry to the beauty business only two years ago. Tom Ford Beauty finished the first week of December 50 percent over sales plan. Ford’s first scent, Black Orchid, continues to outperform, and Private Blend continues to sell out, with expansion to doors outside of New York City planned for 2008.
Waldron said a men’s skincare line is definitely in the pipeline within the next two years, but added that the immediate strategy is to build Ford’s Private Blend business, focus on global expansion in new markets like Mexico and Russia, and capitalize on the growth of the luxury segment of the beauty business in synergy with the global expansion of Tom Ford’s men’s wear business.