Maritime, which will be launched on Black Friday, is the brand’s first aquatic-inspired fragrance. While Tommy Bahama’s other fragrances have reflected the island-like theme of the brand, this fragrance took inspiration from the customers’ passion for sailing.
“We took inspiration from Tommy Bahama, the passion points of the consumer and boating and sailing,” said Catherine Russell, executive director of global marketing and brand development at Parlux Ltd. “Really a love of the water is core to the essence of the brand and that’s something we haven’t tapped into yet in terms of our fragrance offerings.”
The fragrance, which includes notes of bergamot, pink pepper, Clary sage, lavender and water lily to create the fresh, aquatic scent, is also the first higher scale fragrance for the brand with its bigger 4.2-oz. bottle and $78 price point.
“We’ve raised the bar on [this fragrance], so it’s more luxurious and elegant and the scent is more complex,” said Donald Loftus, president of Parlux Ltd. “It really goes right after the Tommy Bahama guy that wants to enjoy life and relax. I think this one is the most head-on to who he is, or dreams to be at least.”
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Frank Voelkl, senior perfumer at Firmenich, created the fragrance. “There’s an energy and a feeling of speed in a rolling wave, and like the top notes of Maritime that hook you right in,” Voelkl said. “As the wave gains height and power, so does the heart of the fragrance, it slowly emerges and crests when it encounters the momentum of the dry down notes.”
Tommy Bahama Maritime will be launched exclusively at Tommy Bahama stores and online on Black Friday, with distribution extending to 1,000 doors, starting with Belk in February 2017 and then Macy’s, Dillard’s, Lord & Taylor and Bon-Ton in March 2017.
Industry sources estimate the fragrance will generate $6 million to $8 million in sales following its national roll out to full distribution in 2017.