NEW YORK — Comptoir Sud Pacifique is getting a facelift. The 27-year-old niche fragrance brand changed the name of its collection to “Eaux de Voyage,” has upgraded packaging and added products.
The brand, purchased in February by William Millet, a former Chanel executive and Benoit Rouquayrol de Boisse, formerly of Givenchy, will launch a new fragrance called Bois De Filao this September. “This is the first [new] fragrance to mark the relaunch,” said Susan Anapol, president of Comptoir Inc., the exclusive distributor of Comptoir Sud Pacifique in the U.S. She added that “it symbolizes the new direction.”
The packaging and logo have been redesigned and the brand’s Pacific blue color appears on the outer packaging, and features different colors specific to each fragrance family. Comptoir Sud Pacifique’s island logo appears on the line of the horizon, between sky and lagoon graphics. The logo is featured on the outer packaging and the bottle.
Bois De Filao contains top notes of citrus, bergamot and papyrus; middle notes of rose and violet and bottom notes of patchouli, amber, musk and filao wood. “Bois De Filao fits in [to the collection] because it’s named after one of the most famous areas in St. Barts,” noted Anapol and added it emphasizes Comptoir Sud Pacifique’s philosophy of exotic vacation destinations.
Industry sources estimate the fragrance will generate retail sales of approximately $75,000 in the first year. Sources put the company’s U.S. retail sales for 2002 at $2.4 million.
The launch of Eaux De Voyage signals a desire to renew the brand. The collection is made up of 24 scents, comprised of six fragrance families: Vanilla Island, Tropical Rain Forest, Tropical Garden, Exotic Fruits, Spice Route and Sun Waters.
Eleven so-called “core scents” sporting the new look will begin rolling out this month in the brand’s full U.S. distribution, which includes such retailers as select Sephora doors, Henri Bendel, the Studio at Fred Segal, and independent boutiques. The fragrances — including Bois De Filao — are available in a 50-ml. spray bottle for $49 and a 100-ml. for $79. Rechargeable bottles — available for the first time in the U.S. — will be available in 150-ml. and 315-ml. bottles retailing at $105 and $135, respectively. An additional 12 scents, known as the “reserve collection,” will roll out at the beginning of July to a limited distribution and will only be available in the rechargeable bottles.
There are also plans to launch a trio of vanilla-based scents for holiday, as well as two vanilla inspired scented candles.