The new fragrance, Fabulous.
For the first time ever in his nearly 30-year career, famed designer and entertainer Isaac Mizrahi is poised to enter the fragrance arena with a scent that bears his own witty,
“It’s a big idea—this word, ‘Fabulous,’” he confided at a launch event held last Tuesday morning at the Guggenheim Museum—which also happens to serve as the backdrop for the scent’s forthcoming print campaign shot by Terry Richardson. “But in terms of a scent, it’s perfectly mysterious, light and everything that I wanted.”
Formulated by Harry Fremont and Frank Voelkl, top notes of mandarin, nectarine and bergamot invigorate while the floral middle comprises jasmine, tuberose, freesia and peony. The dry finish of sandalwood, vanilla and cedar gives the fragrance a sense of earthiness and empowerment, according to a press release.
“It’s kind of like confidence in a bottle,” said Dennis Keogh, senior vice president of marketing for The Cloudbreak Group, who noted that Mizrahi had been a pioneer in commingling a high-end/low-end marketing strategy, such as with his early collaborations with Target. “He truly believes that every woman should feel beautiful—regardless of her age.”
The tilted, orb-shaped, art deco-influenced bottle similarly reflects Mizrahi’s “personality and wink,” Keogh said, inspired by antique skin care packaging crossed with the shape of a canteen bottle.
“I knew I wanted an atomizer,” Mizrahi added, “because that’s exactly why you buy a fragrance: for that added component of glamour.” The electric pink bulb complements a gold and pink polka-dotted collar.
As “the last piece of the puzzle,” Mizrahi said, in an empire that has grown to encompass clothing, accessories, housewares and even cheesecake, Fabulous will debut exclusively on QVC during a highly-touted event for Fashion’s Night Out on September 6. Affable and sharp, Mizrahi has long been an on-air fixture at QVC since launching his lifestyle collection ISAACMIZRAHILIVE! in December 2009. Fabulous will also launch exclusively at Bloomingdale’s stores nationwide.
A 3.4-oz. bottle will retail for $78.00 and a 1.7-oz. bottle will be priced at $65.00.
The “nimble” Cloudbreak Group will employ a marketing strategy that includes over 1 million samples sent to QVC consumers ahead of the launch, Keogh said, as well as a print campaign with scent strips breaking in about half a dozen September books. “Being a smaller company, we are able to instantly recognize and seize opportunities that might not interest larger corporations,” Keogh said.
The print ad, in Richardson’s typically frank aesthetic, features the model Bambi in a playful moment with her black poodles in front of the Guggenheim.
|Isaac Mizrahi||An image from the print campaign.||The Cloudbreak Group’s Dennis Keogh
with designer Isaac Mizrahi.
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