 |
Perfumer’s Workshop International will launch its Amouroud collection of fragrances to regional buyers at the TFWA Asia Pacific |
Perfumer’s Workshop International (PWI) is capitalising on the increased interest in niche fragrances within travel retail to launch its Amouroud collection of fragrances at the TFWA Asia Pacific next month (stand number: Upper Level U11). It will be the New York-based independent company’s first time exhibiting at the event.
“We have watched the growth of “˜niche’ fragrances in the US with interest – in 2013 this segment grew by +25% compared to +4% for all other prestige fragrance lines – and the trend continues at a growing rate,” said PWI Founder Donald Bauchner.
“The travel retail category has been slower to see this emerging trend but we now see that this is changing, with some retailers clearly willing to invest in terms of both space and brand offer. This is a great opportunity for us,” he added.
Amouroud was first presented to buyers at last year’s TFWA World Exhibition. “We had over 75 meetings during the week, both pre-booked and pass-by,” Bauchner recalled. “The interest in Amouroud was phenomenal and, as a result, we now have many serious ongoing negotiations, particularly for the Middle East.”
The Amouroud collection features a range of new fragrances including Miel Sauvage, Dark Orchid, Midnight Rose, Oud du Jour, Silk Route, Agarwood Noir, Bois D’Orient, Santal des Indes, Oud After Dark and Safran Rare. Several of the fragrances are pure oud-based, and presented in black and gold packaging.
In domestic markets an important element of the Amouroud merchandising is the presence of fragrance consultants with pre-dipped blotters introducing the fragrances to consumers.
“Obviously this is not always easy to recreate within the travel retail environment. However, we are confident that the sheer beauty of the line and the purity and utter gorgeousness of the fragrances will sell itself,” Bauchner continued. “We do realise the importance of animation and consumer engagement within the airport environment and are looking forward to executing on site promotions with individual retailers.”
Founded by Bauchner in 1970, PWI claims to be the first company to custom-blend scent in the luxury category. It is best known for its Tea Rose fragrance which has been available on the global market for more than 40 years, and Bauchner estimates that 55-50 million bottles of Tea Rose have been sold. The company has also been successful with its Samba brand, offering 26 different fragrances and available in 40 countries, and its Zipped Man range of fragrances for young men, recently introduced into test markets in Latin America and the Middle East. All three brands will be available for viewing at the company’s stand in Singapore.
“We have the credentials and proudly hold our own both creatively and qualitatively amongst the industry’s finest fragrance houses. We’re very pleased to be present in Singapore this May and see this as being the “˜jump-start’ for a new and exciting channel of distribution not just for Amouroud but for all of Perfumer’s Workshop brands,” Bauchner concluded.
For more information, contact Perfumer’s Workshop International Product & Market Development, tel: (1) 212-518-2334, fax: (1) 212-644-1319 or e-mail: eva@perfumers-workshop.com.
