When Oribe first launched its hair-care line in 2008 with a memorable bold scent, cofounder and president Tev Finger thought the fragrance would have a negative effect on sales.
This story first appeared in the July 18, 2014 issue of WWD. Subscribe Today.
But he was wrong.
“The fragrance is probably the top performer of the products themselves,” said Finger. “I hear more about the fragrance almost more than everything else. It totally caught me by surprise.”
The luxury brand is making a statement with the debut of two unisex perfumes, Côte d’Azur, which is a signature scent that runs through a bulk of the hair-care line, and Silver Pearl.
“I always felt that fragrance was a major ingredient that was missing in luxury hair care,” said Oribe Canales, cofounder of Oribe. “Scent is such an important aspect of who we are and how we respond to things.”
Daniel Kaner, cofounder and president of Oribe, added, “Fragrance was never intentional in hair care. It was technically a generic second thought.”
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For Côte d’Azur, described as a citrus floral, Oribe worked with Jerome Epinette and Pierre Wulff of Robertet. The scent kicks off with top notes of fresh lemon, plum, black currant, Calabrian bergamot and Sicilian orange; over a heart of tuberose, blue cyclamen and white butterfly jasmine, and a drydown of sandalwood, vetiver and crisp amber.
Silver Pearl, which was also created by Epinette and Wulff, is described as a green fougère. Top notes include bergamot, green fig and fresh mint; atop a heart of geranium, lavender, bamboo accord and water lily, with a base of black amber, dewy violet and leather accord.
For the launch, Oribe’s network of salons will be its core distribution. With hair care, the company generates 95 percent of its revenue in salons.
“We are marketing directly to our stylists and they will market directly to the consumer,” said Kaner.
Côte d’Azur and Silver Pearl eau de parfum sprays, each 50 ml. for $85, will launch in September at 1,400 salons.
Executives declined to discuss sales projections, but industry sources estimate the scents could do upward of $10 million at retail globally in its first year on counter. Industry sources also predict sales will double next year.