AMOUROUD Collection from Perfumer’s Workshop targets growing fragrance ‘niche’ segment in travel retail

The increased interest and development of ‘niche’ fragrance brands within travel retail has inspired Perfumer’s Workshop International to expand its focus on the category. Exhibiting for the first time at TFWA Asia Pacific Exhibition & Conference this year (Upper Level Stand U11), the company is launching its Amouroud collection of fragrances to regional buyers.

“We have watched the growth of ‘niche’ fragrances in the US with interest – in 2013 this segment grew by 25% compared to 4% for all other prestige fragrance lines – and the trend continues at a growing rate,” says PWI founder Donald Bauchner. “The travel retail category has been slower to see this emerging trend but we now see that this is changing, with some retailers clearly willing to invest in terms of both space and brand offer. This is a great opportunity for us.”

Amouroud was first shown to buyers at TFWA World Exhibition last year, where Bauchner said the response was “extremely good”. Exhibiting in Cannes for the 26^th time he said, “We had over 75 meetings during the week, both pre-booked and pass-by. The interest in Amouroud was phenomenal and, as a result, we now have many serious ongoing negotiations – particularly for the Middle East.”

“The Amouroud fragrances are each beautiful and unique,” continues Bauchner. “They each perform so well on the skin not only because of their rich and long last, but also because of the attention spent to create such harmonious interplay between the ingredients.”

The collection contains a wide range of new and innovative fragrances, all with strong character and long-last – several of which are pure Oud-based : Miel Sauvage, Dark Orchid, Midnight Rose, Oud du Jour, Silk Route, Agarwood Noir, Bois D’Orient, Santal des Indes, Oud After Dark, and Safran Rare. The stunning packaging in rich black and gold is both eye-catching and engaging.

In domestic markets an important element of the Amouroud merchandising will be the presence of fragrance consultants with pre-dipped blotters introducing the fragrances to consumers. “Obviously this is not always easy to recreate within the travel retail environment, however we are confident that the sheer beauty of the line and the purity and utter gorgeousness of the fragrances will sell itself,” continues Bauchner. “However, we do realize the importance of animation and consumer engagement within the airport environment and are looking forward to executing on site promotions with individual retailers.”

PWI launches Amouroud on the back of a well-established reputation within the global fragrance business.  Founded in 1970 by Bauchner, PWI has pioneered many aspects of the modern business of making fragrance. The first company to custom-blend scent in the luxury category, it paved the way for many of today's boutique brands, creating several new niches and markets.

The company is best known for its magical fragrance Tea Rose which has been a perennial favorite for more than 40 years in widespread global distribution. It became an instant 'classic' with a celebrity fan base including Princess Grace of Monaco, Catherine Deneuve, Princess Diana and Nicole Kidman to name a few. Says Bauchner: “We’ve lost count but probably 55- 60 million bottles of Tea Rose have been sold.” The company has also been successful with its master brand Samba, first launched in 1987, which today offers 26 different fragrances sold in 40 countries; and Zipped Man, a range of fragrances for young men, recently introduced into test markets in Latin America and the Middle East.

All three brands will also be available for viewing at the company’s stand in Singapore.

 “We have the credentials and proudly hold our own both creatively and qualitatively amongst the industry’s finest fragrance houses,” concludes Bauchner. “We’re very pleased to be present in Singapore this May and see this as being the ‘jump-start’ for a new and exciting channel of distribution not just for Amouroud but for all of Perfumer’s Workshop brands.” 

About Perfumers Workshop International Perfumer’s Workshop International is a privately owned company, with distribution throughout the world. Company headquarters are located in New York. 

In 1970, after ten years in the industry learning from legends such as Charles Revson and Leonard Lauder, Donald Bauchner formed Perfumer's Workshop Ltd with his wife Gun. Armed with a vision to create a new company with a character and personality reflecting an 'underground' movement then surfacing, Perfumer's Workshop was born.

Early on, Perfumer's Workshop believed that the consumer was ready to deconstruct the fragrance business, stripping it of the pomp and formality that had permeated it since the beginnings of the 1900's. Its first breakthrough was a Bloomingdale's counter which transformed the idea for using essential oils, a mainstay of the youth and hippie culture, remade as a luxury product, an 'uptown meets downtown' spirit. It was the industry's first custom-blending fragrance concept. Perfumer's Workshop allowed the customer to create his/her own individual scent in a variety of fragrance

forms. In its basic, simple packaging, this custom-blending opportunity actually empowered the consumer for the very first time, setting the tone for much of what was yet to come, foreshadowing so many of today's niche brands.

The Perfumer's Workshop custom-blending counters have been in department

stores and specialty shops throughout the United States and in many of the world’s most prominent and trend-setting stores for the past 45 years. Its original Custom-Blending Counters at Bloomingdales evolved into yet newer personal-interaction concepts - Perfume By Appointment, developed for Harrod's. Followed by Personal Perfumery, for Saks Fifth Avenue and for Nordstroms.

About AMOUROUD Shimmering and dreamy, provocative and dark, both light and warm, Amouroud is a Collection of olfactory memories, stories real and imaginary, translated with wood-notes, flowers, roots, and herbs into perfumes that capture a primal place of serenity, joy, and passion. Each fragrance maintains its beauty, signature, and character, all of which remain evident in the dry-down.