An Impeccable Fragrance Launch from Aramis

Estée Lauder will expand its Aramis fragrance franchise with the launch of Impeccable in October. The limited edition men’s eau de toilette follows Cool Blend, also a limited edition men’s edt that was launched in February.

Executives at the company have worked to streamline the look of the fragrance brand, an initiative that by and large kicked off with the introduction last September of the Gentleman’s Collection by Aramis. The move was a re-launch of Aramis’ eight men’s scents that were introduced between 1974 and 2006.

The bottle is shiny black with a gold top and placard, while the outer packaging features a centered, vertical black stripe over a field of textured charcoal black. It is designed to resemble a tuxedo.

Impeccable will come in a 3.7-oz. flacon for $55. It will be available in the U.S. at Macy’s, Bloomingdale’s, Lord & Taylor, Belk and Dillard’s for a total of about 1,000 doors. Internationally, it will be launched in markets like Austria, Benelux, Israel, Scandinavia, Portugal, South Africa, Switzerland, Turkey and the U.K.

The scent could do more than $3 million in retail sales volume, with North America accounting for about 14 percent of that figure, or roughly $420,000, according to industry sources. About 68 percent of revenues of Lauder’s Aramis and Designer Fragrances division are from international sales.

The launch of Impeccable will be supported by tester units, 26,000 vials on card, in-store visuals and cooperative advertising.