Creed Ex­pands Women’s Of­fer­ings With New Scent and Dig­i­tal Strat­egy

WWD Digital Daily - - News - BY ALEXA TIETJEN

The House of Creed is mak­ing its play for Mil­len­nial women.

Known for its cult best-selling men’s fra­grance Aven­tus, Creed, which is more than 255 years old, is re­leas­ing a per­fume for women called Flo­ralie. The scent, an ho­mage to Creed’s 20-plus-year part­ner­ship with Neiman Mar­cus, is part of the house’s strat­egy to ex­pand its women’s fra­grance di­vi­sion. It also comes with a dig­i­tal sto­ry­telling series geared to­ward a younger, more so­cial me­dia savvy con­sumer.

“We’re try­ing to get more in the women’s world,” said Thomas Sau­jet, co­founder and pres­i­dent of In­ter­na­tional Cos­met­ics and Per­fumes Inc. “The pur­pose of Flo­ralie strate­gi­cally is to cap­ture a fe­male cus­tomer, which we are still try­ing to build upon, and two, to cap­ture a younger, more mod­ern cus­tomer, which is what Flo­ralie is about.”

“This is the sec­ond ma­jor [women’s fra­grance] launch in two years,” said Emmanuel Sau­jet, co­founder and chief ex­ec­u­tive of­fi­cer of ICP. “Lux­ury is the lan­guage that we want every­one to speak in our com­pany. We try to be aligned and think about the three pil­lars of what makes this brand so great: crafts­man­ship, qual­ity and her­itage.”

Flo­ralie will re­tail ex­clu­sively at Neiman Mar­cus and Bergdorf Good­man for $415 for a 75-ml. bot­tle. The pre­sale, which runs un­til Aug. 11, fea­tures lim­ited-edi­tion bot­tles designed in part by Dal­las-based artist Taelor Fisher. The bot­tles are num­bered one through 1907, the year Neiman’s was founded, and to fur­ther cel­e­brate the Neiman Mar­cus part­ner­ship, Creed will do­nate 5 per­cent of the pro­ceeds from sales to the Heart of Neiman Mar­cus Foun­da­tion, which sup­ports youth arts ed­u­ca­tion across the coun­try.

Men’s fra­grances make up 70 per­cent of Creed’s busi­ness, and the house is hop­ing to in­crease its women’s fra­grance di­vi­sion to ac­count for 35 to 40 per­cent. Thomas and Emmanuel de­clined to talk sales fig­ures, but, as pre­vi­ously re­ported, in­dus­try sources es­ti­mate that Creed will reach

$190 mil­lion by the end of 2018. Flo­ralie is ex­pected to do $5 mil­lion at re­tail in its first year.

As part of its goal to reach a younger au­di­ence, Creed is un­veil­ing a 10-part video series that will fol­low the mak­ing of Flo­ralie and in­clude in­ter­views with mas­ter per­fumer Olivier Creed and Fisher, among oth­ers. The series will live on Creed’s web site and so­cial chan­nels, as well as Neiman Mar­cus’. Creed did a sim­i­lar series for the 2016 re­lease of Aven­tus for Her and re­ceived an “in­cred­i­ble” re­sponse, ac­cord­ing to Thomas.

“[With the Flo­ralie chap­ter series], the con­sumer gets to see how the fra­grance was made,” he said. “We have videos of go­ing to dif­fer­ent parts of the world, hand­pick­ing the Bul­gar­ian rose, the whole process-mak­ing. That’s what the con­sumer to­day is look­ing for. They are mes­mer­ized to see Creed speak­ing about the cre­ation.”

Creed has three brick-and-mor­tar stores — New York, Las Ve­gas and Mi­ami — and will open its first West Coast bou­tique on Sept. 1 in Bev­erly Hills. On Sept. 4, Creed will re­launch its web site, which Thomas said is its “num­ber-one store in North Amer­ica.” The new de­sign will al­low the com­pany to bet­ter its cus­tomer fol­lowup ex­pe­ri­ence and will in­clude a live chat op­tion.

Thomas said Creed’s on­line busi­ness has grown sig­nif­i­cantly since last year. The com­pany is also see­ing growth on so­cial me­dia — par­tic­u­larly In­sta­gram, where fans of the brand gen­er­ate nearly 400 pieces of orig­i­nal con­tent per month.

“Our on­line busi­ness this past year has grown 55 per­cent over last year on our creed­bou­tique.com site. For spring 2018, we grew 62 per­cent,” Thomas said. “It’s grow­ing at a very rapid pace, so hav­ing a new site and be­ing able to con­tinue in that di­rec­tion is very ex­cit­ing for us.”

The fra­grance house is re­leas­ing Flo­ralie, a new scent that comes with a dig­i­tal sto­ry­telling series.

The House of Creed re­leased Flo­ralie, a new scent geared to­ward Mil­len­nial women.

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