NEW YORK — Currently the only venue steeped in John Galliano’s first fragranced product — a new Diptyque candle — is the designer’s just-opened Rue Saint Honoré boutique. That’s set to change next week.
Galliano and the Parisian candle and fragrance marketer plan to launch the candle, called Essence of John Galliano, in the U.S. and Europe next Friday. Plans call for it to reach roughly 575 doors worldwide by yearend.
The candle marks the designer’s first foray into fragrance —for the home, in this case — and also Diptyque’s first licensing agreement with an outside party in its 42 years. The candle is seen as a precursor to what’s expected to be a more fully rounded home fragrance collection from Diptyque for Galliano, including room spray and heated essential oil. Details on the latter, including launch time frames and exact product offerings, have yet to be determined, but an introduction could occur before the holidays.
Other fashion designers who have launched home fragrance collections in the last two years include Catherine Malandrino in concert with Lafco last year, and Oscar de la Renta with Slatkin & Co. in 2001.
In addition to the home scents, Galliano has indicated, as reported, that he has future plans for a signature fine fragrance launch — of the eau de toilette ilk — as part of a longer-term designer brand building strategy.
The candle was inspired by Galliano’s travels, “real or imaginary,” he said in a statement, including “the fragrance of an orthodox church in St. Petersburg [and] the scent of birch wood used in the American West.” The candle features these and other olfactory accords, including myrrh.
Initial launch plans call for the candle, which hit retail when Galliano’s boutique opened, to bow next week in five stores worldwide, including Diptyque’s Paris and Boston boutiques, as well as Barneys New York locations in New York, Chicago and Beverly Hills. Eluxury.com also will carry it right off the bat. After an exclusive stay in these doors until Sept. 1, the candle is expected to reach Galliano’s 175 doors of worldwide fashion distribution, including 30 in the U.S., and Diptyque’s 400 points of sale worldwide, including 300 here. Chicago-based French Look will handle U.S. distribution of the candle.
The Galliano candle is priced to retail at $50 and sources estimate it could do roughly $750,000 at U.S. retail by yearend. It features Diptyque’s signature oval label and packaging and also displays elements of the designer — namely his Galliano Gazette newsprint.