Byline: Laura Klepacki

NEW YORK — Breaking away from the food and fruit scent trend, a new woman’s floral fragrance is about to hit the mass market.
Larry Couey, president of Revelations Inc., the beauty firm he created in 1998, hopes his new scent — Truth — will help invigorate the traditional fragrance category which has been flat for several years.
By coincidence, Couey is launching his fragrance at the same time that Calvin Klein will be introducing a scent which also has Truth in the name — Truth Calvin Klein. Couey maintains that he trademarked Truth in January 1999 and he has been in discussion with Klein’s attorneys. Asked for comment Thursday, Sheila Cutner, president of Calvin Klein Cosmetics, said, “We carefully reviewed the trademark issue and we believe there is no issue in using the Truth Calvin Klein trademark.”
In his Truth, Couey says, he offers “a quality fragrance in a custom designed package,” adding, “It’s a combination the mass market hasn’t seen in years.”
The fragrance is a blend of pink peony, white lily and water jasmine, with a touch of dewberry, green tea and musk. The pink-tinted juice comes in a cut glass bottle with a pink and silver metal cap. A 1.7-oz. eau de parfum is $15.
Karen Durham, divisional merchandise manager at Duane Reade, said the chain plans to test the fragrance in its stores. “We are always looking for something new in fragrance, and with the story he has with it I think it could be a hit. It’s a nice bottle and a nice scent.” Targeted at women aged 18 to 34, Truth was designed to be inspiring and upbeat. The packaging carries the slogan: “Truth: Wear it+ live it+ feel free!”
Couey predicts distribution could reach 5,000 doors, with sales of $1 million to $2 million the first year. A $500,000 ad budget will primarily fund a print campaign that breaks in October and November books, he said. The fragrance will hit store shelves in August in nine-piece displays.
Couey, a 25-year industry veteran, began his career at Chesebrough-Ponds where he worked on a range of brands including Prince Matchabelli, Aziza and Cutex. After a brief stint at Charles of the Ritz, he joined Mark Laracy in the early days of Parfums de Coeur. Before starting Revelations he spent seven years at Gryphon Development, most recently as vice president of packaging and creative development.
Revelations’ first product launch came last year with FlipTaffy, a lip gloss in a saltwater taffy type package. Later this year it will add FlipTaffy All Over Shimmer Creme, priced at $2.99. Inside the lip gloss caps are inspirational sayings such as, “Never Give Up” and “Be Creative.”
“We want to build girls’ self esteem,” said Couey, who has three daughters.
In addition to liking the fragrance, Durham said, “Revelations lip gloss and glitter were also pretty interesting.”