As the
perfumery category becomes increasingly cluttered with a variety of brands, Perfumer’s
Workshop International comes to TFWA World Exhibition 2015 (Yellow Village,
G40) in Cannes with its new travel retail offering – The Samba Metallics. Through
market research Perfumer’s Workshop has found that colour preference profoundly
influences fragrance preference, which can lead to a quick and decisive
'spotting' of colours designed to pop up and stand out from the pack. Resulting
in the consumer becoming enticed to reach for the bottle decorated with their
preferred colour, test the fragrance, and be easily motivated to make the
purchase. This innovative new concept ‘SEE FAST – BUY FAST’ ultimately marries
visual contact with action; "Yes. I
want to buy that."
Developed
out of its classic brand, Samba, which has gained a reputation over the years
for being the ‘go to’ brand for young men and women around the world, Samba
Metallics carries on this tradition but adds a new ‘wow factor’ to the collection. With its low price point and range of four distinct
gleaming colours to choose from: Platinum, Gold, Pink and Steel, this new range
continues the Samba legacy of being ‘young, fun, and affordable.’
Donald
Bauchner, Founder, Perfumer’s Workshop International notes, “Our new Samba
Metallics draw on the current success of our original brand Samba. The
fragrance category is currently over-run with a huge variety of brands and line
extensions, so ensuring that your brand stands out is vital if you are to
survive in this tough market.
“We have spent a great deal of time
researching how we can attract customers, and our research has shown that
colour preference plays a strong role in fragrance choice. Each of our metallic
fragrances has been created to mirror the subliminal association of particular
smells associated with either gold, platinum, pink or steel. So, when a potential
customer walks past their eye should be automatically drawn to his/hers
preferred colour. The preferred colour of fragrance can then be ‘tested’, and should
match with their anticipated scent for that colour – resulting in instant
satisfaction, and a ‘yes to buy’.’ Quick and easy!”
THE SAMBA METALLICS:
Samba Gold
Woman –
This perfect blend of femininity has a scent that opens with an array of
nectars interwoven with a full-bodied, sun splashed bouquet of warm, clean and
luscious florals. The bottle shimmers and shines, giving it a luxurious look.
Samba Platinum
Man - A
cool, modern take on male power and refined taste. The contrasting elements of
citrus freshness and vibrant spices blend effortlessly to produce an
unforgettable male signature.
Samba Pink Woman
– Sparkling
Cranberry and Pink Lady Apple are the main notes of this irresistible
fragrance. Perfumer Ilias
Ermenidis blended a selection of brilliantly pink ingredients to capture their
striking characteristics and delightfully surprising sensations in an
irresistible fragrance. Inspired by the uniquely vivid, lustrous metallic
finish of the Samba Pink bottle, he chose playfully mouth-watering top notes
that tempt and tease.
Samba
Steel Man – Designed with
artistic precision by Perfumer Pierre Negrin with the idea that “grey is the
new black,” this releases notes of lemon zest, fresh lavender and sage.
Thoughtfully selecting energetic, masculine notes that unleash sensations of
strength and vibrancy, he crafted the embodiment of stylish luxury.
Bauchner continues, “This is our 27th
year at TFWA World Exhibition, but each year still proves to be as successful
and exciting as the last. We are once again thrilled to be exhibiting at this
special exhibition, especially with the new range of products we have to
introduce to the market. We are looking forward to another busy year, meeting
with our key customers and new potential partners.”
BACKGROUND INFORMATION
Perfumer’s
Workshop International is a privately owned company, with distribution
throughout the world. Company headquarters are located in Manhattan, 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 break through
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.
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