M&W Prestige Cosmetics To Launch Scent

M&W Prestige Cosmetics, the prestige branch of Mäurer & Wirtz, has signed a licensing agreement with Strellson to launch a fragrance for the Swiss men’s wear brand.

In 2007, the German fragrance firm launched Pussy Deluxe women’s fragrance line and last year, M&W reworked 4711 with the launch of a five-item, unisex fragrance collection called Acqua Colonia.

The new fragrance, called Strellson No. 1, was composed by Givaudan, and includes notes of citrus, black pepper, iris and what’s called ScentTrek Wacapou, a trademarked fragrance molecule said to provide a warm, woody note with elements of white musk.

The minimalist bottle is made of rectangular glass and is coated with a black rubberized finish that’s embossed with the name of the scent in white.

The Strellson No. 1 launch is planned for mid-March and the scent will make its debut in selective distribution channels in Germany, including at department stores; Douglas and other perfumeries, as well as Mueller, a drugstore chain with a separate selective section for cosmetics.

In addition, the eau de toilette will be carried at Strellson stores.

M&W predicts sales could top $4 million at current exchange, in retail sales volume in Germany alone, in 2,500 to 3,000 doors in the country.

The scent comes in 30-, 50- and 100-ml. versions that are priced at$47.56, $61.09 and $88.25, respectively.

Next up for M&W Prestige Cosmetics is a fragrance line created along with German bad-boy fashion designer Michalsky — a skilled self-promoter. This initiative stands to push M&W Prestige Cosmetics even further into the selective realm.