For its newest fragrance launch, Perfumer’s Workshop is looking to cyberspace, to draw in what industry sources estimate could be $2.5 million to $3 million in first-year U.S. retail sales and up to $3 million to $5 million internationally.
Zipped Premier, the first of four men’s fragrances launching in the Zipped Man line, is available exclusively on zippedman.com.
“We launched online because the Internet is now the largest shopping center in the world, and Web site customers are fast approaching the largest purchasing segment for most classes of goods in the world, specifically in the fragrance industry,” said Donald Bauchner, president of the Perfumer’s Workshop.
Fronted by American model Isaac J. Sullivan, Premier launched with a corresponding online video, created by filmmakers Josh Safdie and Alex Kalman of Red Bucket films, as well as photography by Fabien Montique. Designed to have a “YouTube vibe,” zippedman.com is described by Bauchner as “a retail destination that is always accessible.”
Each of Perfumer’s Workshops upcoming fragrances, which will launch quarterly, will have their own spokesmodels and multimedia campaigns on the site.
Mailers featuring a LiquaTouch sample, will also be distributed, which also have smart phone-friendly QR code readers for additional discounts and promotional material.
Zipped Premier, $44 for 1.7 oz and $54 for 3.4 oz, was blended by perfumer, Pierre Negrin. It contains top notes of lemon zest, coriander, mandarin and green apple, a heart of lavender, violet leaves and nutmeg, with a dry-down of dark woods, musk, amber and tonka bean.
