Bravo Sierra is expanding its scent-forward portfolio to fragrance.
The brand, which launched in 2019 with a mission to support the U.S. military, is launching three unisex body fragrances, including Smoked Orris, Marine Salt and Suede Mask, all $50 for 30-ml., on Tuesday. The line is expected to reach between $2 million and $3 million in sales its first year, per industry sources.
Each fragrance is inspired by Bravo Sierra’s scents featured in its body care line, which includes deodorant, $20; a hair and body cleansing bar, $22, and antibacterial body wipes, $18. The fragrances are intended for allover use and are designed with active, on-the-go consumers in mind. The line, created in partnership with fragrance house Givaudan, will be available direct-to-consumer and at C.O. Bigelow in New York City during the holiday season, with additional distribution to follow.
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While Bravo Sierra is now entering the category, cofounder Benjamin Bernet’s interest in fine fragrances pre-dates the brand.
“I was the head of marketing for Giorgio Armani Fragrances in the U.S. within L’Oréal. When I had that job, I fell in love with fine fragrance,” he said, noting he visited several houses during this time. “There was this personal aspect that I couldn’t wait, in my entrepreneurial venture at some point, to get to fine fragrance again.”
It was also a strategic business move for the brand, too, given consumer interest in the catgory.
“It was natural through our customers saying, ‘When are you launching something that’s truly a fragrance because the only reason I buy the body wash is I love the scents. The only reason I buy the deodorant is I love the scent,’” he said, emphasizing the range’s unique approach to fragrance.
Specifically, in comparison to other more affordably priced body care brands on the market, Bravo Sierra employs unique notes that require specific development techniques, like mandarin.
Although the products have been in development for some time, Bernet is pleased with the brand’s launch timing given where the market is headed.
“We’re coming at a time where there’s a lot of awareness and desire to discover fragrances,” he said.
With accessible fragrance gaining traction and mass retailers like Target investing more in the category, Bernet said he is strategic when it comes to competing in the market with the product and the price.
“We’re not trying to be luxury for the sake of luxury. We’re pricing because ingredients are a bit more expensive [and] fragrance is expensive,” he said. “It was never a goal to go too high on the pricing. What I wanted to do when I saw a lot of those body mists and more affordable fragrances coming out in the past 18 months was differentiate ourselves by doing something that would be a bridge from fine perfumery to very generous, affordable head-to-toe fragrance.
For Bernet, this launch will provide proof of concept for the brand to expand its fragrance offering.
“Next step, in a year, is to come out with a proper eau de toilette, something that would be not linked to anything in our current line that has its own identity and personality as its own full product, not part of a franchise,” he said.
In addition to this, Bernet said future expansion could include extending the body care range with products like scrubs or body lotion, as well as potential to grow more in the skin care area with something like an eye cream.
