HERMES BY NUMBERS: Hermes has unveiled its new women’s fragrance, 24 Faubourg, and announced that it will back the launch with substantial print and TV campaigns, the first serious ad effort for an Hermes scent in years.
The product’s name was taken from the address of the Hermes flagship boutique at 24 Rue du Faubourg Saint Honore in Paris.
The floral fragrance, which blends orange flowers, Sambac jasmine, iris and the Tahitian Teara flower, will bow in April in France, Belgium and Switzerland. In the U.K., Harrods will have an exclusive. In September, the fragrance rolls out elsewhere in Europe, with the U.S. launch set for late 1995 or early 1996.
SHOP TALK: Ahava, the Israeli line of face, body and hair products infused with minerals from the Dead Sea, is expanding its retail base.
Having been distributed in the U.S. for four years in such stores as Nordstrom, Bloomingdale’s and Neiman Marcus, the company is now licensing its name for boutiques.
A 400-square-foot Ahava shop opened recently on Lexington Avenue on Manhattan’s Upper East Side, and a second is opening this month in Harrisburg, Pa., according to Brett Goldberg, president of Ahava USA.
Explaining that 90 percent of the company’s distribution will remain in traditional channels, Goldberg said he hopes to license about 15 Ahava stores within a 50-mile radius of New York in the next two years.
“There’s no doubt having a focus will greatly aid our retailers,” he said. “Recognition is all repetition.”
The added awareness, he said, should help boost sales from $1.3 million in 1994 to close to $3 million this year.