PARIS — Two years after introducing his “antiperfume,” L’Eau, Serge Lutens is coming out with a second installment in the line, called L’Eau Froide.
This story first appeared in the January 13, 2012 issue of WWD. Subscribe Today.
“It’s also about purity and cleanliness, but this time he wanted to push further the polar side of the fragrance, the coolness,” explained Sabine Demellier, international trainer at the Shiseido-owned brand. “Serge Lutens said it would make you very cold when you smell it.”
That’s thanks largely to the incense of Somalia note in L’Eau Froide’s juice.
“It’s a fresh incense,” she said, adding the fragrance also contains a marine note, plus notes of four different musks, mint and vetiver. It has none of L’Eau’s citrus or flowery notes.
However, like L’Eau, L’Eau Froide was created to maintain its freshness for a long while, it’s unisex and has an upright, rectangular flacon.
The new fragrance is to be launched in February exclusively in Paris’ Les Salons du Palais Royal boutique before being introduced in March elsewhere in France and worldwide.
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The 50-ml. eau de parfum bottle will retail for $105, and the 100-ml. edp version is to be $150.
Serge Lutens executives would not discuss sales forecasts, but industry sources estimate L’Eau Froide will generate 10 million euros, or $12.7 million at current exchange, in first-year global retail sales.
With L’Eau, Serge Lutens recruited new consumers, said Elodie Herreria, the brand’s commercial manager. And then some of them went on to buy other Serge Lutens fragrances, too.
Russia, Germany and Italy are Serge Lutens’ largest fragrance markets after France, according to Herreria. With the makeup included, the brand’s number-two market is the U.S., where color cosmetics ring up 55 percent of Serge Lutens’ total business.
Serge Lutens is sold in 2,000 doors in 33 countries.