PARIS — The iconic Meisterstück pen inspired the creation of the Montblanc Legend men’s fragrance, due out starting in late April.
This story first appeared in the February 25, 2011 issue of WWD. Subscribe Today.
It’s the first scent project developed jointly by Montblanc and Inter Parfums SA, which inked a 10-and-a-half-year worldwide fragrance licensing deal that began July 1, 2010.
For Legend, Inter Parfums and the Montblanc design studio turned to the Swiss brand’s most emblematic product, said Philippe Benacin, Inter Parfums SA chairman and chief executive officer.
“We really wanted to capture all the essence of the brand and the most impactful elements,” added Pierre Desaulles, marketing director for Montblanc Parfums.
Legend’s black and metallic bottle, like the Meisterstück, is rounded and solid to the touch. Montblanc’s six-pointed star is embossed on the fragrance flacon’s cap and side and, like on the pen, rings encircle the brand’s name.
Givaudan’s Olivier Pescheux, who conceived Legend’s fresh fougère juice, said it was meant to be full of contrasts. Top notes include lavender, bergamot from Calabria, pineapple leaves, litsea cubeba and coumarin. The heart has notes of geranium, apple and rose, plus evernyl and Pomarose molecules. At the base are tonka bean, evernyl and sandalwood notes. Legend’s black-and-white advertising campaign, in single and double pages, was shot by Peter Lindbergh and features model Simon Clark and the fragrance flacon.
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The scent is to be launched in the Middle East at the end of April, in South America between the end of April and May, and Europe and Asia in May. Legend’s U.S. introduction is expected between June and September.
In France, prices for the 100-, 50- and 30-ml. eau de toilette sprays will be 70 euros, 48 euros and 34 euros, respectively, or $96.55, $66.20 and $46.90 at current exchange.
While Inter Parfums executives declined to discuss sales projections, industry sources estimate Legend will generate 10 million euros, or $13.8 million, in first-year wholesale revenues worldwide.