Laundry by Shelli Segal, a fast- growing lifestyle brand, has rolled out its first ever fragrance this year. roll out new scents aimed at their loyal customers, or those who aspire to be— proving that the marriage of fashion and fragrance is everlasting. Among the new entries are Oscar de la Renta’s Something Blue, which has tephanotis—often called “bridal veil” because of its traditional use in wedding bouquets—as its signature note, and Vince Camuto’s
Fiori. Camuto’s summer scent,
created with Parlux Ltd., features top notes of pink grapefruit
and white nectarine, middle notes of sheer iris and freesia and
base notes of sandalwood and blonde cedarwood.
In addition, Laundry by Shelli Segal now has its own signa-
ture scent. Officials at Falic Fragrance Group contend the fruity
floral juice—created by IFF and featuring notes like mandarin,
plum, peonies and osmanthus with woodsy undertones—cap-
tures the true essence of the“Laundry girl.”
The Laundry fashion brand is growing quickly, according
to Veronica Davis, chief merchandising officer for Laundry by
Shelli Segal at Perry Ellis International. In fact, recent licensing
accords have expanded Laundry beyond dresses to lounge-
wear and home, making it a lifestyle brand.
“Fragrance was a natural part of the expansion,” Davis told
reporters during a presentation at the Laundry showroom in
New York City last month.
Also available in the US market for the first time are
scents from Parisian designer Nabil Hayari. His complete
BOTTLING UP AMERICA, STATE BY STATE
• When one thinks of Hawaii, what scents come to mind? Maybe
the smell of golden pineapple and sweet coconut? Orange and grapefruit surely conjure memories of Florida. But what exactly does new
Jersey smell like?
Actually it is more like fresh buttered popcorn, cotton candy, caramel, coconut, vanilla extract, peach patchouli and musk—the top, middle and base notes featured in the “new Jersey” fragrance from United
Scents of America, a Hoboken, nJ-based firm co-founded by Sasha
Bertran and Samantha
The duo—who met
while working for a fragrance distributor—say
these fragrances can help
people capture a special
time and place in their
Only for Her, his debut scent
from 2010, as well as Goldy
Perfume and Broderie—made
its US debut exclusively at C.O.
Bigelow in January.
To herald the launch at the
iconic downtown New York City
apothecary, a Hayari gown—
New York-based Crafting Beauty plans to expand Hayari ‘s
“We are running out the brand nationwide and in Canada,
but we want to keep it exclusive,” said Francois Damide,
Crafting Beauty’s founder, at a recent press event in New York
City. And while it was too early to talk specifics about additional retailers, Damide said plans call for Hayari’s scents to be
stocked in 50 to 100 doors by the end of the year.
Famous faces and fragrance houses continue to pair up in an effort
to cash in on America’s fascination with all things celebrity.
Katy Perry, for example, inked a new deal with Coty to develop her own line of fragrances. The accord also shifts the license
for her existing scents (Purr and Meow) from Gigantic Parfums
to Coty. More recently, Ivanka Trump rolled out her first signature
lives; such as college years in Boston or a favorite vacation location.
in developing the scents, the pair worked with close friends and focus groups to zero in on the juices that would best remind people of
where they come from, bring back fond childhood memories and inspire
people to travel.
There are currently seven fragrances on the United Scents of America
roster—Hawaii, new York, california, Texas, Florida, new Jersey and
Massachusetts. each 1.7oz eDT retails for $58 at boutiques and online.
So, which states are
next? Think Buckeye and
Bertran told HAPPI that
they are currently scouting out locations in Ohio
and Pennsylvania for focus