Bobbi Brown is hoping to clean up this month with the launch of her fourth fragrance, called Bath. It offers what parent company Estée Lauder Cos. describes as a “fresh-out-of-the-shower” scent.
Brown wanted a simple but unconventional fragrance that smells of “cleanliness” but doesn’t contain any musk.
“I realized I’m a smell lover but not necessarily a perfume lover. I really like scents based on smell and not classic fragrances,” said Brown. “I wanted my fragrance to smell like a bar of ivory soap. I’ve always loved the way people smell when they get out of the bath. This fragrance is targeted for women who don’t really love perfume but love smells and love smelling good.”
Formulated by Quest International, the Bath eau de toilette contains notes of water hyacinth, neroli, orange flower, white lily, aromatic sage and sandalwood with hints of patchouli. Bath, which is priced at $40 for a 30-ml. bottle, will be sold in about 550 doors worldwide, with 300 in the U.S.
“I always look for smells that make me feel nostalgic and happy, reminding me of when I was a kid,” Brown said, who added that she finds inspiration in “smells that take you to another place.”
According to company executives, Bath is expected to become Brown’s best-selling fragrance. Although the company does not break out projections, industry sources estimate that the fragrance will bring in $5 million in first-year retail sales globally.
Brown hopes to expand her fragrance collection by introducing a new scent every year. Another one is scheduled to launch next year.
Brown views launching ancillary products as an opportunity to be “out-of-the-box creative.” She will introduce lotions, body washes and a bar of soap in time for the holidays.
“I always like to find new ways of introducing a fragrance in a new form,” said Brown. “I love layering fragrances, so I like to come out with fragrance conditioners and skin balm products that carry out the fragrance and also offer moisturizing and hydrating benefits.”