Tommy Bahama is about to add a new island to its holdings — Island Life, a fragrance masterbrand beginning to roll out now.
“Tommy Bahama Island Life invites a young, active constituency of consumers to leave everything else behind, imagining what it would be like to never leave the beach, play all day and walk all night under the stars,” said Rob Goldberg, senior vice president of marketing at Tommy Bahama.
The brand’s focus on younger consumers, an effort that began with 2013’s Tommy Bahama for Men and 2014’s Compass, has helped contribute to steady growth. According to Parlux, the brand’s fragrance licensee, sales of Tommy Bahama have grown at an average of 30 percent a year, with the brand growing 37 percent year to date.
Perfumers Frank Voelkl and Ilias Ermenidis of Firmenich concocted both eaux de parfum. The women’s scent includes top notes of juicy pear, sparkling mandarin and star anise; a heart of white rose, peony and peach blossom blooms, and a drydown of vanilla bean, sandalwood and musk. The men’s juice has top notes of crisp bergamot, artemisia and tarragon; a heart of geranium and nutmeg, and a drydown of patchouli, cedarwood, vetiver and ambrox. The women’s bottles feature a gold hammered cap intended to evoke a piece of jewelry, while rattan covers the men’s bottle, intended to pay homage to the rustic, natural state of island living, noted Don Loftus, president of Parlux.
The women’s scents will retail for $60 for 1.7 oz. and $78 for 3.4 oz. The men’s fragrances are priced at $54 for 1.7 oz. and $70 for 3.4 oz.
The scents are rolling out to about 1,000 department and specialty store doors in the U.S., including Macy’s, Belk, Dillard’s, Tommy Bahama stores nationwide and tommybahama.com.
While Goldberg and Loftus declined comment on projected sales, industry sources estimated that the new masterbrand could do $8 million at retail in its first year on counter.