Nicole Miller is hoping to put a little edge into the prestige fragrance category with Frenzy, her newest scent.
This story first appeared in the May 22, 2009 issue of WWD. Subscribe Today.
“I don’t like most perfumes,” said the designer from her Seventh Avenue showroom. “I find them too florally or too old. My clothes don’t age people so I wanted that same kind of fragrance that was young and modern.”
Created in partnership with Parlux Fragrances Inc., which will develop, market and distribute fragrances under the Nicole Miller and Nicole by Nicole Miller brand names, Frenzy is due to hit U.S. specialty store counters in August.
“Nicole is a great designer with broad appeal in several age groups, and she has consistently performed well,” said Neil Katz, chairman and chief executive officer of Parlux Fragrances. “At one time she had a leading fragrance and we think, reinvented, Nicole can once again have an important place in the prestige fragrance arena.”
Miller, who held her first runway show in 1991, entered the beauty world in 1993 with the introduction of her first fragrance, Nicole Miller, prior to embarking on her first and only men’s scent, Nicole Miller for Men, one year later. She created a second fragrance for women, Nicole by Nicole Miller, in 1998. The launch of Frenzy is the first one for the designer since Parlux acquired the licenses — previously held by Riviera concepts — in August 2007.
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“This is our way of introducing ourselves into specialty stores,” said Katz of Miller’s newest scent. “Parlux has a commitment to develop brands that will sell in that arena.” Under its five-year global fragrance deal with Miller — whose strategic partnerships include eyewear, lingerie, luggage, furniture and the Nicole by Nicole Miller apparel collection — Parlux will also resell the designer’s pre-existing scents that were originally introduced by Riviera. “They haven’t been sold since the Nineties and we hope to do some work with it in the wholesale mass market,” said Katz.
Frenzy is scheduled to launch in specialty stores and Nicole Miller boutiques at the beginning of August.
According to industry sources, Frenzy could do up to $10 million in retail sales in its first year.
Miller worked with perfumer Caroline Sabas of Givaudan to create the modern chypre. Top notes are of cassis sorbet, bright orange and clean aldehydes; the heart is of yellow gardenia, exotic ylang-ylang, orange flower and violet leaf, and the drydown is of black patchouli, oakmoss enveloped in white cedarwood and amber. “I wanted it be a scent that was delicious,” said the designer.
Frenzy will be available in two eau de parfum sizes — a 1.7 oz. for $65 and a 3.4 oz. for $95 — as well as a 6.7-oz. soufflé shower cream for $35, a 6.7 oz. body lotion for $45 and the same size body cream for $60.
Frenzy’s flacon, designed by Dale Kan of Brandonology, recalls the shape of classic French bottles, but with modern details. Featuring a bronze Celtic Knot, which once inspired an entire Nicole Miller runway collection, the fragrance bottle evokes Miller’s signature prints.
Advertising, which features model Eliza Gower in a billowing bronze dress that was designed by Miller, was shot in New York City by Christian Witkin in October. The print campaign will begin running this fall, targeting fashion and lifestyle books including W, Vogue and Vanity Fair.
Said Miller: “I wanted the Frenzy campaign to reflect the range of energy and emotion that are constants in the life of the woman who wears Nicole Miller.”