For its latest perfume assortment, Mercedes-Benz seemed to its roots.
Known as Land, Sea and Air, respectively, the three-perfume males’s vary was impressed by the German luxurious model’s personal signature star, which options three factors, every signifying a component — and area — and the model goals to convey its engines.
Retailing for $115 every, the fragrances can be found direct-to-consumer and at Dillard’s, and can roll out to Belk later this yr. Globally, the gathering is predicted to enter greater than 12,000 doorways.
“Once we began to work on this mission, the target was to offer a brand new begin to Mercedes-Benz’s perfumes vary in a novel and sudden method,” mentioned Magalie Chauvin, worldwide advertising director at INCC Parfums, the licensor for Mercedes-Benz fragrances.
“For us, this assortment is an elevated play — it fills a niche for rising [consumer] consciousness about sustainability and perfume,” added Crystal Wooden, chief advertising officer and chief working officer of distribution group The PCA Group of Firms.
To that finish, the gathering marks the primary time Mercedes-Benz fragrances are encased in recycled glass bottles and have aluminum caps; the outer packaging is fabricated from algae-derived biodegradable paper. “Perfume friends wish to odor good and really feel good, however in addition they wish to do good,” Wooden mentioned.
Mercedes-Benz Air Eau de Parfum
courtesy
Mercedes-Benz estimates the trio, which was crafted by IFF grasp perfumer and 2023 Perfume Basis Lifetime Achievement Perfumer honoree Anne Flipo, might do 25 million euros in international retail gross sales throughout its first yr available on the market.
“Our high market is the U.S., then Korea after which Europe, with our companion and key retailer in Germany, Douglass,” mentioned Chauvin, including the model is focusing on a foray into journey retail in 2025.
The Land perfume options notes of cocoa shell, tonka bean and patchouli, whereas Sea contains violet leaf, tangerine and seaweed and Air combines armoise oil, citrus notes and turmeric leaf.
“To me, one of many improvements of this trilogy of perfumes is the idea of layering,” mentioned Flipo. “Simply as the weather complement one another to be as one, the three fragrances had to have the ability to stay collectively and above all, type a coherent entire.”