Fragrances To Watch for in 2013

2013 will be the launch of many scents, we have chosen our top picks for the smart, savvy and sexy consumer. It seems that the fragrance indusrty is targeting the younger and hyper market, who maybe new to luxury brands. However, we think the scents will appeal to the masses.

Kate Spade Living Colorfully

Kate Spade is self-launching her new fragrance, Living Colorfully, in April. Kate Spade is the second fashion house to take it's fragrance business in house. Oscar de la Renta set precedence in 2009, when he won his won is fragrance license back from L'Oreal.

Their licensing agreement with Elizabeth Arden for their fragrance Twirl, which launched in 2010. According to Craig Leavitt, cheif executive officer for Kate Spade NewYork, the brands have mutually agreed that Living Colorfully would be hnadled in-house at Kate Spade New York.

Live Colorfully will be available in about 200 doors, including Nordstrom and freestanding Kate Spade stores, as well as nordstrom.com and katespade.com.

Gucci Guilty Black

Luigi Feola, vice president of global prestige for Procter & Gamble, Gucci’s fragrance licensee, said Gucci Black aims to write the next chapter of the Guilty story by continuing to tap into a pool of customers new to luxury fragrances. “We tend to target moods, but this is aimed at a younger age group,” said Feola. “We expect the majority to be new to the fragrance.…They’re brand lovers, but they can’t necessarily afford the fashion offering. It’s a great entry point for the world of the brand.”

The Gucci Guilty Black women’s scent is a creamy and warm oriental floral with red fruits and pink pepper in the top notes, lilac and violet in the heart, and patchouli and amber as base notes. The new men’s scent is a fougère that opens with coriander and lavender over a heart of orange flower, neroli and aromatic notes, with a base of patchouli and cedarwood.

Escada Cherry in the Air

Proctor & Gambleis responsible for yet another one the fragrances on our watch list, Escada's Cherry in the Air. This scent is a fruity gourmand with notes of black cherry, marshmallow and sandalwood the company hopes will represent a sweet treat for both customers and retailers. It’s modern take on the successful limited-edition series that kicked off with 1993’s Chiffon Sorbet.

 “What we’ve seen with this proposition is that it attracts a younger consumer,” says P&G Prestige global vice president Luigi Feola. “Often these younger consumers are new users of prestige fragrances, so it’s a good point of entry into the prestige fragrance world, which drives category sales growth for our retailers.”

Cherry in the Air, has already launched in Germany, Austria and Germany. By spring it will launch in over 10,000 doors globally, including, Eurpope, Asia, Africa, Latin America and the U.S.

We take that P&G is looking to engage the younger, hyper consumer market in 2013. This is definitely a smart and savvy move by the brand.

Maxim for Men
Coming this fall, Maxim Magazine has partenered with Omni Scents to launch Maxim's first scent for men.

“Entering the grooming category is for the Maxim brand a natural progression of [its] global growth strategy,” said Jack Kliger, executive chairman of Alpha Media Group, which publishes Maxim.