BENCKISER GIVES FERAUD A 2ND SHOT AT FRAGRANCE
Byline: Soren Larson
NEW YORK — Louis Feraud is poised to reenter the fragrance business.
The Paris-based designer has signed a licensing deal with Benckiser Group of Ludwigshafen, Germany, to launch a scent, most likely sometime in 1996.
The financial terms of the arrangement were not revealed.
“[Feraud] has a tremendous international reputation which matches with our development of worldwide brands,” stated Peter Harf, chairman and chief executive officer of Benckiser.
The company said it is undecided whether future Feraud products will be launched by its Mass Cosmetics division or by Lancaster Group, which markets prestige cosmetics and fragrance brands like Joop. The mass division’s leading brands are Coty and Adidas.
Overall, Benckiser posted sales of over $2.7 billion worldwide last year.
Feraud’s first go-around in the fragrance industry was with Avon. The direct-sales company introduced three Feraud women’s fragrances — Fantasque, Vivage and Côte d’Azur — in the Eighties, along with a men’s scent, Feraud Pour Homme.
While the brands were successful for a time, according to a spokeswoman at Avon, all four have since been discontinued.
“We haven’t been selling them since 1992, at the latest,” said the spokeswoman.
The Feraud fashion house produces a women’s designer collection, a sportier line called Set and men’s wear. The apparel is sold in over 100 countries.
The designer also has licenses for his home textiles, accessories, leather goods, watches and lingerie.