Express is celebrating its 30th birthday with a spritz of its first women’s fragrance, called Love Express.
“It is only fitting,” said Michael Weiss, president and chief executive officer of Express, referring to the chain’s entry into the market after having launched two men’s fragrances.
Express Love, an eau de parfum, was introduced Aug. 30 in the 560 Express stores that carry both men’s and women’s fashion, plus on express.com. Another 10 doors are for men only.
The fragrance was designed by perfumer Honorine Blanc at Firmenich to project a playful and sexy persona. “We positioned it to be our firstever women’s fragrance embodying the Express woman,” said Fran Horowitz, general merchandise manager of merchandising and design for Express. The target audience, she added, is young women ages 20 to 30.
The scent is classified as a floral fruity with top notes of blackberry, cassis, Italian mandarin and pineapple, leading to a heart of white iris, lily of the valley, night-blooming jasmine and tiare blossoms. The drydown consists of sandalwood and sheer vanilla musk. The bottle was designed by Henri de Monclin.
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The fragrance was produced by Batallure Beauty, a company founded and headed by Robin Burns.
The eau de parfum comes in two sizes: a 1.7 oz. priced at $49.90 and a 3.4 oz. for $59.90. Express executives declined to discuss sales projections, but industry sources estimate the fragrance could generate $12 million to $15 million in retail sales its first year on counter. The fragrance was put on center stage during Fashion’s Night Out Friday at the chain’s SoHo store, where the scent was heavily sampled with vial-on-card handouts. Free manicures also were available.
The fragrance is being merchandised throughout the chain with tiered display units in the front of stores and an impulse positioning at the cash wrap. Next month, it will be displayed in primary windows. For holiday, special wands will be offered, featuring the fragrance in a roller ball on one end and a lip gloss on the other. There also will be an advertising campaign, featuring a photo of Jessica Stam. It is due to appear in October editions of Us Weekly, Glamour, Elle, InStyle, Cosmopolitan and the New York Post, according to Horowitz.