Perfumer’s
Workshop has confirmed that it will be showcasing, AMOUROUD, its ‘niche’
fragrance brand at the Art Perfumery Event: Esxence (stand numbers: 104 & 106).
With the ever increasing interest and development of the ‘niche’ category in
domestic markets, Perfumer’s Workshop is focusing its full attention on the
domestic launches of AMOUROUD, a collection of rich and long-lasting fragrances,
each with its own unique character.
PWI founder Donald
Bauchner comments, “The growth of ‘niche’ fragrances has been remarkable,
especially in the US where since 2013 the segment has grown by 25% compared to
4% for other prestige fragrances. Over the last year we have been focused on positioning
our AMOUROUD brand into domestic stores, especially in the Middle East, Russia,
and the UK, where we have seen very positive results. 2016 will see us continue
to focus on these regions as well as introducing the brand into Italy, Germany
and the United States.”
Born
out of the PWI legacy, AMOUROUD is an evolution of the custom blending concept
that won Perfumer’s Workshop recognition for its visionary ideas. The result is
an extremely refined, perfectly proportioned and beautifully balanced assortment
of perfumes. The collection contains a wide range of new and
innovative fragrances, all with long-lasting personalities: Dark Orchid, Safran Rare, Santal des Indes, Oud du Jour, Miel Sauvage, Midnight Rose, Silk Route,
Agarwood Noir, Bois D’Orient, and Oud After Dark. Several of these fragrances
are built around a core of pure Oud essence. Each
fragrance is presented in an eye-catching and engaging rich black and gold
package.
“2016 is set to be a very
exciting year for PWI, we have already secured domestic listings in Italy,
Russia, Kuwait, Bahrain, Saudi Arabia, UAE, Qatar, Lebanon and Afghanistan with
AMOUROUD and we are finalizing details with several key European markets,”
continues Bauchner. An important element
of the AMOUROUD merchandising is the presence of fragrance consultants with
pre-sprayed blotters introducing the fragrances to consumers in “dry-down” form.
With very simple sales messaging from the consultants such as, “just smell this
blotter, and if you like it, let me give you a fresh spray so you can see how
beautiful and long-lasting it is” and, “these blotters were sprayed last
evening, by the way! While you’re
walking around the store you'll see how nicely it works on your skin.” This
very simple, “no pressure” sales tactic has already proven to be very
successful with retailers, resulting in either an immediate sale or a repeat
visit.
In addition to a full range of spray-testers,
there are special beakers containing pre-sprayed blotters of all
fragrances. Blotters are sprayed the evening
prior or before the store opens in the morning.
These pre-sprayed blotters are integral to the PWI story, because they
demonstrate how long-lasting and beautiful each fragrance remains even hours
after first being sprayed.
PWI will also be showcasing
its world famous PARFUM TEA ROSE fragrance, which has been a perennial
favourite 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 but a
few.
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.
