02.11.11
Oscar de la Renta is getting back into the fine fragrance industry just in time for Mother’s Day. More than a year after obtaining his fragrance license from YSL Beauté, the renowned designer and Alex Bolen, chief executive officer of his fashion house, will re-enter the business prior to Mother’s Day with the introduction of an updated eau de parfum version of the brand, complete with a contemporary interpretation of the 1977 perfume bottle. The line extension is called Esprit d’Oscar Eau de Parfum. Then, once the new edp has broken the ice, the house plans on launching an entirely new fragrance under the Oscar umbrella in September.
de la Renta’s fragrance distribution totals 2,200 U.S. doors. That number is down significantly from the brand’s heyday. For example, the brand was in 600 doors at Macy’s with the Oscar fragrance, and is now down to 200. Still, the brand has staying power with consumers. The entire global fragrance franchise was estimated to have peaked at $250 million to $300 million in retail sales in 1989 or 1990, according to estimates by industry sources who calculate that the franchise is still generating about $40 million in retail sales globally.
The new edp was created by Frank Voelkl of Firmenich, working with Ann Gottlieb. The fragrance will come in two sizes: a 1.6oz. spray for $78 and a 3.3oz. size for $98. De Bourbon said the company will use scented strips in an advertising and promotional campaign designed to make 10 million scented impressions. Print ads will appear in Vogue, Allure, InStyle, Elle and Glamour.