AN INTENSE DUO FROM SCHERRER
Byline: Jennifer Weil
PARIS — Parfums Scherrer is gearing up for a double whammy: its first masterbrand, called Immense, which includes the firm’s premiere men’s scent.
“[Parfums Scherrer] has great potential,” said Philippe Benady, the company’s president, who purchased Jean-Louis Scherrer’s beauty license with international consultant George Kalfon last February.
Benady explained that his fragrance house’s strategy is to launch progressively new products and to concentrate on updating Scherrer’s three existing scents — Jean-Louis Scherrer 1 and 2, plus Nuits Indiennes.
Eight years following the last Scherrer fragrance launch, time is now ripe for a new scent with a modern edge. And the introduction of Immense pour Homme — the male partner of Immense pour Femme — coincides with the kickoff of Scherrer men’s ready-to-wear this year, said Benady.
He explained that the appellation Immense was chosen since it exists with positive connotations in numerous languages, such as English, French and Italian.
The two Immense fragrances will be launched together in France in April, with the rollout to some other European countries, including Germany, Switzerland, Belgium, Holland and the U.K., set for the end of May. Other introduction plans have not yet been finalized, but the U.S. launch is being planned for fall by Gerard Semhon of Beauty Concepts. He and Patrick Guillo, partners in Dymex, also are the master distributors for the duty-free business. Plans for the Immense launch have centered on arranging an exclusive fall launch with an American specialty store, then rolling out the brand to other specialty stores in February.
Benady would not talk numbers for the scent duo, but industry sources estimate it could generate between $2 million and $3 million at wholesale volume in 2003.
Firmenich’s Nathalie Lorson created the “floriental” Immense pour Femme, which includes notes of mandarin, bergamot, vanilla and musks.
The juice of the musky, woody, watery green Immense pour Homme scent was concocted by Charabot’s Raphael Haury. It contains notes such as tangerine, fig leaves and ambergris.
Serge Mansau, created the vertical, architectural bottles with an urban feel.
Immense pour Homme will be available in 50- and 100-ml. eaux de toilette sprays, for $37 and $50, respectively. Immense pour Femme will include 30- and 50-ml. eaux de parfum sprays, for $40 and $57, plus 30-, 50- and 100-ml. eau de toilette sprays, for $26, $47 and $66, respectively. The Immense line will also include ancillaries.
All prices are converted from the euro at current exchange rates and are for France.