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Caché Recasts Image With Fragrance

On Feb. 1, Caché will launch Beyond Haute, its first fragrance, as part of its ongoing efforts to reboot.

For many, the name Caché conjures images of formal dresses — sequins, beads and lace woven into fond memories of prom or homecoming. But the women’s specialty retailer wants to tweak that image, with a little help from the beauty business. On Feb. 1, Caché will launch Beyond Haute, its first fragrance, as part of its ongoing efforts to reboot. “[We’re] turning around the brand and building awareness. We want to win over new consumers and speak to our loyal following,” said president and chief executive officer Jay Margolis. “For approximately a year, we had been thinking about doing something with fragrance.”

The result of that effort is Beyond Haute, $64, which blends passion fruit, cassis buds and green pear with peony and water lily over a warm base of cedarwood and vanilla. The scent was designed by Tru Fragrance in partnership with Firmenich. “The fragrance gives us a huge opportunity to sample it to people. And if someone is wearing Beyond Haute and another person asks, ‘What are you wearing?’ and learns the scent is from Caché, we hope she leaves [that interaction] with a new feeling about [the brand].”

Beyond Haute is just one of many moves the company is making to change brand perception. Last year, Caché collaborated with Tina Knowles on a 12-piece holiday collection. “Beyoncé Facebooked her friends talking about her mom doing this [project] — it got our name out there,” says Margolis. Caché has redesigned 15 of its more than 200 stores, starting with Las Vegas over 18 months ago. The goal is to compete with big department stores like Neiman Marcus, Saks Fifth Avenue and Bloomingdale’s in the cocktail dress and gown business. Last year they partnered with Badgley Mischka and Vera Wang on exclusive collections and are scoping out designers who might want to be retailed in the store.

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Beyond Haute is available in one 3.4-oz. size and will be sold at Caché stores and online. Industry sources estimate the fragrance could generate between $500,000 and $1 million in sales during its first year. “This launch is part of answering the question, ‘How do we talk to consumers about Caché?’ Many of them just haven’t been to the store in a while,” said Margolis.