Twenty-five years after its first fragrance debuted, DKNY is introducing a new pillar — and chasing a new audience.
Called 24/7, the fragrance — which licensee Inter Parfums Inc. is rolling out over the coming months — is being released in tandem with a capsule fashion collection and ensuing campaign of the same name. The move represents an effort to diversify the brand’s core business, as well as its core consumer, said Jean Madar, chairman, chief executive officer and cofounder of Inter Parfums.
“We took over the license almost two years ago, and we’ve put a lot of attention on two segments: one is Donna Karan Cashmere Mist, for which we introduced the Cashmere Collection, and the other is DKNY with Be Delicious,” he said. “We’re now introducing this new pillar called 24/7.”
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Those offerings continue to do well in department stores, Madar said, though they are broadening 24/7’s distribution into specialty retail as well.
“Be Delicious was launched almost 20 years ago and it’s still relevant. It has a strong connection in department stores. We sell one bottle worldwide every two minutes,” he said. “But now, it’s time to look at another pillar.”
The eau de parfum will debut first on DKNY’s website in Spain with El Corte Inglés before rolling out with Douglas in Germany, Boots in the U.K. and its Stateside launch with Ulta Beauty, Macy’s online, Belk and Boscov’s in the fall. Prices range from $58 to $100.
The U.S. rollout coincides with the launch of a DKNY capsule fashion collection, similar to the strategy for the launch of Donna Karan Cashmere Collection earlier this year, which rolled out in tandem with the fashion business’ relaunch.
“Fragrance is a core part of DKNY’s lifestyle and has been an important part of the brand since the first fragrance launched in 1999. Fragrance allows us to extend the brand message to a broader audience and, most importantly, allows us to connect with a new generation,” said Jeff Goldfarb, executive vice president of G-III Apparel Group, the owner of Donna Karan, via email.
“The DKNY 24/7 fragrance marks a new chapter as this is the first global fragrance launch for DKNY with Inter Parfums as our partner. Reaching international markets with DKNY is critical as it aligns with our brand expansion within the same international markets,” Goldfarb continued.
DSM-Firmenich principal perfumer Frank Voelkl blended top notes of pink pepper, rhubarb and captive Quincester with heart notes of rose centifolia, tuberose and jasmine sambac India against base notes of upcycled cedarwood, sandalwood and musk, as well as Ambrox super.
“We’re talking to a young customer,” Madar said. “It’s a well balanced juice, full of energy, and it’s a smell of today.”
Industry sources estimate the fragrance to reach $20 million at retail in its first year on the market. Sampling will also play a key role in keeping up that momentum in addition to the global retail launch, Madar said, though he didn’t comment on the estimate. “For the holidays, we will be in 5,000 doors worldwide.”
The accompanying Trey Laird-concocted campaign, lensed by Dan Jackson with a spot directed by Theo Stanley, stars model Georgia Palmer.
“I’ve literally spent my entire career with this brand and have loved it since Day One and am always inspired to see where it evolves next. The 24/7 project really captures DKNY in a bottle,” Laird said via email.
Added Goldfarb, “We built this fragrance pillar highlighting the greatest city in the world, sharing New York energy and vibrancy as an experience to Gen Z audiences around the world.”
