Perfumer's Workshop continues its dedication to the 'niche' fragrance category with a special promotional unit for AMOUROUD in travel retail

Fragrance specialist Perfumer’s Workshop International comes to TFWA World Exhibition (Yellow Village, G40) after a year focusing on the development of its ‘niche’ fragrance brand, Amouroud. With the category seeing encouraging growth over the last couple of years, and retailers opening up more space for ‘niche’ fragrances, Perfumer’s Workshop has developed a dedicated Amouroud promotional gondola for travel retail. “Since the launch of Amouroud at Cannes last year, we have seen a real change in attitude towards ‘niche fragrances.’ The category is developing; retailers are giving it more floor space, so developing eye-catching display tools are a main priority for us. We have been watching the growth of ‘niche’ fragrances for a number of years, and soon came to realize how much untold potential the category had,” says PWI founder Donald Bauchner.

Decorated in rich black and gold – replicating the striking Amouroud packaging, the promotional gondola will easily attract the attention of passing travelers. The compact unit allows numerous SKU’s and gives potential customers the opportunity to experience the wide range of innovative fragrances. “The response to our new Amouroud promotional gondola has been very favorable, with requests for customizable units for line introductions, which demonstrates that the ‘niche’ category is definitely gaining support. We are currently in talks with numerous Middle East shops, and a possibility in Europe, so we are very excited!” Bauchner continues.

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. “Exhibiting at TFWA WE again is an important step in the development of our Amouroud brand; last year we were focused on its introduction, and getting feedback from as many key industry figures as possible. This year we are looking to build on its distribution, and continue to push the ‘niche’ fragrance category, as it has so much potential!”

BACKGROUND INFORMATION

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

combinations. 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.