NEW YORK — Corvette, Hummer, Jaguar, Ferrari, Citroën — what may sound like auto show mainstays have become fixtures at the department store fragrance counter.
The latest in the automotive fragrance field is Lotus, a scent that was launched in the Perfume Shop, the 140-door U.K. chain, in March.
Group Lotus plc licensed Distinguished Fragrance Brands Ltd., London, to do the scent, the first such license for DFB. The firm’s managing director, Michael-Cyrano Albert, said he approached Lotus with the idea of tying a scent to the auto brand. The inspiration for the scent, he added, was “driving the car on the Mediterranean coastline.”
While a distribution deal has yet to be signed with a major U.S. retailer, Albert is in talks with specialty chains about carrying the scent. There are plans for a September launch of the scent in the U.S. Albert also is eyeing Germany for distribution and plans to launch Lotus in Belgium and France closer to the holidays.
Albert gave a frank description of the 20- to 45-year-old male consumer base the scent is targeting, saying: “He loves the car — maybe he can’t afford it, but he can afford the scent.” The Lotus fragrance, which comes in a 50-ml. bottle, is priced at around $50; the cars, from $40,000 to more than $50,000. Industry sources estimate the scent could generate between $1.2 million and $2.1 million in retail sales volume.
The scent, which was blended by Jerome Epinette of Robertet, features top notes of Calabrian lemon and elemi; a heart of violet, lilac, geranium and lavender, and base notes of labdanum absolute, papyrus and moss. The cylindrical bottle was created by Corpack in conjunction with Lotus and manufactured by Saint Gobain Desjonqueres.
Model Joanna Krupa will be the face of the scent.