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Shaped like an hourglass, 24/7 speaks to the next generation of fragrance consumers, per marketers.
A quarter of a century following the debut of its first fragrance, DKNY is introducing a new fragrance the brand is calling 24/7.
The release will align with a forthcoming capsule fashion collection and campaign and will be distributed into specialty retail.
Jean Madar, chairman and CEO of Inter Parfums, says this new “pillar” takes after Donna Karan Cashmere Mist and DKNY’s Be Delicious.
Madar said the new fragrance – housed in a perfume bottle shaped like an hourglass – will speak to a younger consumer, full of energy. Pegged a “smell of today,” DSM-Firmenich‘s Frank Voelkl used top notes of pink pepper, rhubarb and captive Quincester with heart notes of rose centifolia, tuberose and jasmine sambac India against base notes of upcycled cedarwood, sandalwood and musk, in addition to Ambrox super.
The eau de parfum will reportedly debut on DKNY’s website and in Spain with El Corte Inglés before rolling out with Douglas in Germany, The Perfume Shop in the UK and its Stateside launch with Ulta Beauty, Macy’s online, Belk and Boscov’s in the fall. 24/7 retails for between $58 to $100.
Industry sources reportedly estimated that 24/7 will reach $20 million at retail in its first year on the market.
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