Tom Ford to Launch Second Male Fragrance
Posted Monday July 23, 2012 3:13 PM GMT
The high-end fragrance market is fierce with competition, and Tom Ford is looking to once again introduce a game-changing scent.
Tom Ford Noir is already getting plenty of industry buzz, and John Demsey, Estee Lauder Inc Group President told press that it’s the right product at the right time.
“What started off as a collaboration in the Estée Lauder brand [with Youth Dew Amber Nude] and then an initial brand building of a fragrance with Black Orchid — and what at the time seemed more of a novelty public-relations act with the Private Blend — has grown into a global fragrance and beauty business, both in men’s and in women’s, and in our collective mind a redefinition of what luxury’s all about.”
Fabrizio Freda, CEO of Lauder added, “This brand sits at the pinnacle of true luxury in beauty and has huge appeal to the high-end consumers around the world. First of all, the brand in the area of beauty would need to continue developing at the high-end retailers of the world the makeup line. Tom Ford Beauty represents a true shift in the business model for fragrances as well, because it’s really focusing on the high-quality, high-touch service kind of fragrance. I am looking forward to expanding to Asia, where the consumers are focused on this true luxury even more. The U.K. and the Middle East are already strongholds.”
“We see Tom Ford as a brand that can really help us shift the business model in fragrance toward the high end and toward great fragrance that includes high quality and high service.”
Photo Credit: Thomas Iannaccone