Gemini Channel Izod
New fragrance partnership will bring the venerable brand to the fragrance counter.
By Joanna Cosgrove
The iconic Izod brand has long been linked to apparel that exudes an upscale, active lifestyle. Thanks to a new licensing agreement with New York-based Gemini Cosmetics, the Phillips-Van Heusen Corp. brand will soon have a presence in the beauty industry in the form of companion fragrances for men and women.
Fragrances are the latest addition in the continued expansion of Izod brand lifestyle product offerings, which currently include more than 20 categories, including men's, women's and children's dress and casual apparel, accessories, intimates, soft home goods and ophthalmic eyewear.
“Izod and Gemini are a natural partnership – our expertise in lifestyle-driven brands is a perfect fit with Izod,” commented Bob Rumsby, COO, Gemini Cosmetics, who added that the as yet unnamed Izod brand fragrances will convey the “excitement of Izod” and “will fully embrace the spirit of the Izod brand image.”
A men’s fragrance will launch in spring 2008 and a women’s fragrance is slated to follow shortly thereafter. The fragrances are presently targeted for distribution at major department stores and specialty stores nationwide. A suggested retail price is yet to be determined.
Although Mr. Rumsby said it was too early in the development process to discuss the nose of the scent, he acknowledged that the fragrances’ target consumer is already in focus. The scent will be marketed toward “men who think young,” spanning from men in their 20s through 50s. “Izod fragrance is targeted to the young active consumer and youthfully minded more mature consumers...individuals of any age who embrace the imagery of an active lifestyle,” he said. “In store, the look of Izod fragrances category will be bold and dynamic. The brand’s energy, color and sport inspiration will translate well to fragrances we know will appeal to men and to women.”
When asked about the possibility of spinning the Izod licensing deal into more than just a fragrance, Mr. Rumsby said, “There is of course the option to create skin care but it is not currently being planned.”
Gemini Cosmetics’ stable of brands currently include Tommy Bahama Set Sail: St. Barts (2007), Tommy Bahama Very Cool For Men and For Women (2006), Tommy Bahama Fragrance For Men and For Women (2005), KISS Him and KISS Her (2006), and the company continues to seek opportunities to launch brands that are relevant to the lifestyles of today’s consumers.
The Izod venture is the first for the company’s newly installed management team which will be jointly managed by Mr. Rumsby and Frank Fazzinga, Gemini's chairman of the board of directors and its majority shareholder. The company also appointed Joanne Cardello to vice president, marketing. Ms. Cardello previously served as vice president, creative marketing with P&G Prestige Products, the fine-fragrance division of Proctor & Gamble (created in 2005 from the merger with Wella AG).