Founded by husband and wife Didier and Mona Maine de Biran, Kierin NYC is launching with four genderless fragrances at this weekend’s BeautyCon Festival in New York.
Kierin NYC was created with the idea to present fragrances without the traditional marketing model of having a spokesperson or definitive product messaging. Rather, the brand is presenting a vibe around each fragrance and asks customers to create their own personal stories through these scents.
“I’m tired of being dictated to being a J’Adore girl or a Mademoiselle Chanel girl,” said Mona Maine de Biran. “We wanted something that has messaging that is more about the experience of life and storytelling. [Kierin NYC] is about being in the moment, being unique and living life boldly.”
Didier Maine de Biran, an industry veteran who helped launch the Mugler Angel fragrance in North America as the vice president of marketing and spearheaded the North American business for Bulgari and Puig fragrances as the executive vice president and general manager at Puig, is using his extensive fragrance knowledge to bring the Kierin NYC brand to young consumers.
The brand has a direct-to-consumer model and will have a heavy focus on social media. Kierin NYC will be partnering with influencers at BeautyCon for Instagram and YouTube to share fragrance stories and will start rolling out content on Snapchat and Musical.ly. The brand is asking customers to share their own fragrance stories with the Kierin NYC fragrances on social media using the hashtags #KierinNYC and #FragranceStories.
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“The idea is to be yourself as a storyteller and we want people to engage with our brand to tell their own creative stories,” Mona Maine de Biran said. “We want to be where the customers are and customers aren’t at the malls, so our business model is around social media.”
Kierin NYC is launching with four fragrances that reflect a New York neighborhood: Highline Flirt, a green scent featuring notes of gardenia, fig and sandalwood that’s inspired by the Meatpacking District; Santal Park, a woody scent with saffron, sandalwood and vetiver that’s inspired by Central Park; Nolita Noir, a fruity scent with Italian bergamot, pink berries and patchouli that’s inspired by NoLIta, and Sunday Brunch, a citrus scent with Italian bergamot, lemon and earl gray tea that’s inspired by the Upper East Side. The fragrances were created by Robertet perfumer Mathieu Nardin.
On the brand’s website, each fragrance will be accompanied with a story that explains the vibe of the fragrance. The fragrances also include a graphic collage created on its packaging and in the messaging; however, they are not marketed towards a specific gender. The brand wants customers to choose a scent and messaging that speaks to them and have them craft their own story.
Kierin NYC will unveil its collection this weekend at BeautyCon in New York and will be available on its website. The bottles are 1.7-o.z. and retail for $78. The brand is working on releasing rollerball and solid versions of its fragrances and has plans to release another set of four fragrances for Valentine’s Day next year.