NEW YORK — Luxury logo Cremieux, known for its preppy apparel, is getting its first fragrance. The men’s scent is available in Cremieux boutiques worldwide as well as via an exclusive partnership with 275 Dillard’s stores, which sell the brand in the U.S.
“The launch of our first fragrance is special,” said Stephane Cremieux, who heads up the company founded by his father Daniel Cremieux in St. Tropez in 1976. “Actually I do not think of it as a fragrance, but an artisanal product line we were able to have produced by the pros of the industry,” he told WWD.
The launch includes a 2.5-ounce eau de toilette spray, retailing for $75 and a 4.2-ounce priced at $95.00. A gift set priced at $95 including a shower gel and aftershave will be available in November. Cremieux plans to secure a spot in the top five men’s fragrance brands at Dillard’s where the company is a core of the men’s apparel business. Industry sources estimate the fragrance will produce sales exceeding $2 million. A women’s scent is expected to follow.
The Cremieux eau de toilette is a collaboration spearheaded by Cremieux, Dillard’s and Maesa Group. “I was mesmerized to see that this brand [Cremieux] has so much resonance in the U.S. and a great partnership with Dillard’s, which has sold Cremieux for 14 years,” said Cyrille Guyot, a fragrance licensing expert and consultant for Maesa who helped unite the parties involved. His goal: avoid the pitfalls of many brands that venture into beauty with mixed results. “Stephane has a vision for the fragrance and not just something to have a fragrance for the sake of it. We’ve built on the brand equity with Dilliard’s, not just launching a product,” Guyot said.
You May Also Like
That directed Guyot to Maesa, which has created hundreds of exclusive scents ranging from Flower By Drew Barrymore, to Sofia by Sofia Vergara to Zara’s signature fragrance.
A component of the launch is a visual, in-store discovery event where customers get to sniff the top, mid and drydown notes of the woody fragrance, developed by Ralf Schwieger for Mane Flavor and Fragrance. “We want the focus of the launch to be about the fragrance. The event will showcase the scent and tell the story of Cremieux,” said Dana Steinfeld, vice president, marketing and product development for Maesa of the one-week program.
The ingredients evoke the French Rivera with a top note that is a fusion of pear, verveine de Provence and bergamot. The midsection is cardamom pure jungle essence, lavender and iris. The drydown is vanilla, sandalwood and tailored tweed accord. The tweed is crucial because it links to the inner liner of a Cremieux suit. In fact, the bottle has a hand-applied swatch of tweed. “It is all about the details,” said Steinfeld, pointing to the Cremieux 38 logo on the box and bottle as well as a “pop of color” provided by red packaging trim. The crest is embossed on the sides of the box and there’s a ribbon pull to open the package.
Steinfeld feels the experiential tactic trumps traditional gifts or purchase with purchase-promotional strategies. “This is a better way to tell the story. It elevates us and exposes the product in a meaningful way,” Steinfeld said. “We’ve really invested in training so that everyone who talks about it knows the story.”
The educational scent event will be presented in the fragrance department, but the products will be merchandised both in men’s and beauty. Dillard’s will feature the fragrance in advertising, including a scented sample.