Fred Segal is hoping to bring personalization to a whole new level with The Blend, a do-it-yourself fragrance kit, which will be launched in November.
This story first appeared in the October 11, 2013 issue of WWD. Subscribe Today.
The kit was inspired by the Santa Monica, Calif., retailer’s popular bespoke scent bar, launched in 1984, where customers can whip up their own creations by applying layers of scent on their skin, using roller-ball applicators.
“For more than 30 years, Fred Segal has been custom-blending fragrances for celebrities, royals and L.A.’s biggest trendsetters, all of whose recipes are locked in a secret vault,” said Adam Sandow, chairman and chief executive officer of Sandow, which owns the global licensing for Fred Segal. “With The Blend, we’ve created an accessible luxury that allows consumers to re-create the bespoke fragrance experience at home and mix endless combinations of personalized scents with one set.”
“This is a fun, do-it-yourself approach to bespoke fragrances,” said Elena Severin, national brand director of The Blend by Fred Segal. Severin has spent the last 13 years helping customers create their own individual scents.
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The kit includes 10 different fragrance roller balls, each with a number. The notes chosen represent the best-selling notes at the store’s fragrance bar.
Numbers 1, 5 and 8 are florals; Numbers 4 and 7 are spices; Number 2 is green; Number 3 epicure; Number 6 musk; Number 9 ocean, and Number 10 citrus. Included in the package: a handful of scent “recipes” for popular combinations. Examples include Cabana, a “vacation scent,” which combines two swirls of floral Number 8, four swirls of Ocean Number 9 and two swirls of Citrus Number 10, and Caprice, an earthy blend which combines one swirl of Green Number 2, two swirls of Musk Number 6 and five swirls of Citrus Number 10. Each “swirl” is one full circle of the roller ball. “It’s a really easy, customer-friendly way to blend,” said Severin.
The $150 kit will be in store at Fred Segal Santa Monica and Space NK in November, and later this month will be available online at theblendfragrance.com. Refills of each scent can be purchased for $38 each.
While executives declined to disclose projected sales, industry sources estimated that the collection would generate about $3 million at retail in its first year on counter.