LONDON — “Wood gone mad” is how Adrian Joffe, chief executive officer of Comme des Garçons International, described Comme des Garçons Parfums’ latest fragrance, which began rolling out this week.
Dubbed Wonderwood, the scent is part of the line the avant-garde fashion house produces with Puig Beauty & Fashion Group.
“The initial idea was to work around woods,” said Givaudan perfumer Antoine Lie, adding the brief was “a challenge.”
Lie worked with Christian Astuguevieille, a liaison between Comme des Garçons and perfumers, to develop the scent, which comprises wood notes such as cedarwood and sandalwood, woody notes including patchouli, and synthetic woods such as Javanol and Cashmeran. Madagascan pepper, bergamot, Somali incense and nutmeg are in the scent’s top accord. At Wonderwood’s heart are cristalon, Cashmeran, gaïac wood, cedarwood and carvi graines, while Javanol, sandalwood and oud wood are among notes in the fragrance’s drydown.
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“We said, ‘Take [the wood concept] as far as you can take it,’” said Joffe. “It’s not about filling any gap [in the product portfolio]. We just keep on working on new projects and creating new perfumes — hopefully wonderful, interesting beautiful fragrances that excite the senses and give you energy and make you feel positive.”
The eau de parfum, which is for men and women, will be available as 50- and 100-ml. sprays priced in the U.K. at 48 pounds and 64 pounds, or $72.38 and $96.51 at current exchange.
Industry sources estimate Wonderwood could generate at least $10 million in wholesale volume in its first year. The scent bowed at Selfridges and Dover Street Market in London on June 24. It will then hit shelves in Japan, Europe and the U.S. next month.
To celebrate the launch, the Quay Brothers were commissioned to create a short film, also called “Wonderwood,” which will be shown at Dover Street Market and short film festivals. (The piece already can be viewed online.) The filmmakers, who are known for their use of stop-motion technology, were given the brief to create a film around the idea of a man who loved wood more than words could say.
“It’s spine chilling,” said Joffe of the three-minute, six-second film. “I will be very happy if it not only promotes the fragrance in an interesting way, but gets more people to discover the extraordinary world of the Quay Brothers.”