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 26th 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.
