NEW YORK — A type of cactus known as the night-blooming Cereus has inspired a new collection of men’s fragrances of the same name.

Cereus Pour Homme, which features four scents numbered 4, 5, 7 and 11, is marketed by a three-year-old private label branding and product development firm, also called Cereus.

Bill Rosenbaum, who is president of Santa Ana, Calif.-based Cereus, noted that Cereus Pour Homme represents the first time the firm has launched its own products. Two years ago, Cereus, which works with two “significant” retailers, according to Rosenbaum, launched a private label line for one of its retailer clients and is currently developing another private label collection for the other client.

Rosenbaum established Cereus in 2004 along with two business partners, Tina Klem and Maria Corbiscello. Previously, Rosenbaum had worked at retailers such as K-mart and Pacific Sunwear — and at Paul Stuart and Abercrombie & Fitch, where he oversaw the fragrance businesses.

The Cereus Pour Homme fragrances are intended to be “fresh, clean and sophisticated,” he said, adding, “Our goal and message is high quality, not gimmicky.”

The scents were initially launched at three Barneys New York locations in mid-November. Rosenbaum said he wanted a “soft launch” for Cereus Pour Homme prior to the holidays because the “preponderance of business is at holiday. Forty-one to 42 percent of annual sales [are generated] in the five weeks from Thanksgiving to Christmas.”

In spring, he added, the plan is to begin a wider rollout of the scents to “better specialty [and] men’s stores. There will be a push for spring,” he said, adding he envisions the scent in 100 top-performing stores in large urban markets. He said he believes 300 doors in the U.S. could “support the brand.”

While he acknowledged Cereus is “structured to be niche, our goal is to establish ourselves as a credible fragrance collection and then evolve from there, managing the business so it supports itself and grows organically.”

Each of the Cereus Pour Homme scents comes in a 75-ml. bottle and is priced at $125. The brand targets affluent men aged 35 and older, those who buy Brioni or Canali suits, according to Rosenbaum.

This story first appeared in the January 2, 2008 issue of WWD. Subscribe Today.

Industry sources estimate the Cereus fragrance brand could garner $1.5 million in first-year retail sales.

The Cereus No. 4 scent, which was developed by Robertet, features olfactory accords of citrus, green apple and papyrus. Cereus No. 7, which was blended by Givaudan, has notes of bergamot, cedar, mandarin, violet, jasmine, musk, leather, tonka bean and coach wood.

Cereus No. 5 and Cereus No. 11 were both mixed by Fragrance Resources. No. 5 features notes of fennel, cardamom, spider orchid, licorice, vetiver and coral amber, while No. 11 has accords of anise, gimlet, juniper berry, black pepper, musk and wood.

The scents’ glass bottles feature beach, cherry, mahogany and walnut finish caps. Cereus Pour Homme will be supported with visuals in the Barneys catalogue, vials on cards and tester units.

Down the road for Cereus, three more men’s fragrances are “ready to go” for late-summer of next year — as are three women’s scents — said Rosenbaum. Moving forward, he anticipates launching two men’s and two women’s fragrances a year. “We’ll keep introducing products until there is a critical mass.”
— Matthew W. Evans

Beauty Rehab Brand Launches

LONDON — Nina and Max Leykind are taking beauty therapy to a new level by committing lips to rehab.

The husband-and-wife team, who also founded Liparazzi and Eyeko, has introduced Beauty Rehab. The duo’s latest brand comprises Spearmint Lip Balm and Rose Salve, a multipurpose ointment for use on lips and skin.

“It’s about committing your lips to a new habit,” said Max Leykind. The products’ logo — a bicolor pill — is also meant to recall the rehab theme. “It’s like being naughty today and then going on a juice fast,” said Nina Leykind. “This is the beauty equivalent.”

Beauty Rehab could grow to include other treatment items in the future. Industry sources estimate the line will generate first-year wholesale volume in the region of $1 million.

In the U.S., where the brand is carried at Henri Bendel, a 15-ml. tube of balm or salve is priced at $12. Beauty Rehab will hit shelves at Urban Outfitters in the U.K. in January. A European rollout will follow.

The couple also expanded horizons for its other brands during the fall. Flash Lips by Liparazzi, a Liparazzi diffusion line, and Eyeko were introduced into the U.K.’s Superdrug chain’s top 100 doors. The Leykinds also orchestrated a tie-in with the Express fashion brand in the U.S. Co-branded lip glosses equipped with miniature flashlights dubbed Liparazzi for Express were distributed as gifts with purchase in Express stores in the U.S.

— Brid Costello

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