Aramis is upping its cool quotient with the introduction of a limited edition men’s eau de toilette called Cool Blend.
The scent, which is being rolled out to 1,354 doors this month, is described as a crisp chypre and is positioned as a contemporary twist on the Aramis Classic fragrance, which was introduced in 1964. Cool Blend is designed to attract a younger consumer, a 25- to 45-year-old guy, according to executives at the Estée Lauder Cos. Inc.-owned Aramis, who added it is meant to give the brand a “new perspective” but still appeal to Aramis’ current customer base.
Cool Blend features the spicy complex that’s found in the Aramis Classic scent but layers on a fresh facet, according to Diana Espino, vice president and general manager for Sean John Fragrances, Aramis, Kiton and Lab Series Skincare for Men, and Carol Russo, senior vice president and general manager of sales and marketing for North America for Aramis and Designer Fragrances. Espino and Russo contended that cool and sleek style is back in fashion and, to complement this trend, the brand responded with Cool Blend. The scent is being introduced with an ad visual that features blue and green hues, they said, and given the tag line “Unmistakably Aramis…Definitely Cool.”
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Trudi Loren, vice president of corporate fragrance development worldwide at the Estée Lauder Cos. Inc., noted that the fragrance opens with watery, crisp notes and has a woody base. International Flavors & Fragrances Inc. perfumer Carlos Benaim collaborated with Lauder to compose the scent, which also features opening notes of bergamot, lemon peel and lime zest. Masculine floral notes are included, along with cinnamon, sage and white pepper. The scent finishes with notes of golden amber, sandalwood and a creamy suede accord.
Cool Blend was produced in Switzerland and it comes in a 3.7-oz. bottle priced at $52. It will be carried at such retailers as Macy’s, Bloomingdale’s, Dillard’s, Lord & Taylor and Belk, and in key international markets for the brand like Germany, the U.K., Japan, South Africa and Australia. Industry sources estimate the scent could generate retail sales of $520,000 in the U.S. during the spring season. Globally, it could do $2.6 million, according to sources.
A cooperative print advertising campaign and a sampling effort employing 25,000 vials on card and deluxe samples are being used to support the launch.