Förster & Johnsen’s Emotional Range
 
Michael Forster
Michael Förster

The man behind Davidoff Cool Water—one of the most ubiquitous and enduring brands in modern men’s
fragrance—is striking out on his own with a new collection of scents.

Industry vet and self-described fragrance “designer” Michael Förster—alongside noted exec and partner Walter Johnsen—has launched a 17-SKU collection of prestige fragrances entitled Förster & Johnsen, probing the concept of emotion. Comprising eight men’s and women’s scents and one spa fragrance, each SKU represents a fundamental emotion and contains aromatherapeutic ingredients to both express and enhance that emotion.

4.2- and 1.0-oz. sizes of scents entitled Confidence, Courage, Energy, Freedom, Happiness, Love, Serenity and Surprise retail for €150 and €59, respectively—or roughly $185.00 and $73.00 at current exchange rates.

Forester
Happiness, from the Förster & Johnsen
collection.

“We’ve worked with some of the best perfumers in the world and given them no price limit for ingredients to render our creations with a perceivable quality difference,” Förster said. Aromatherapeutic components—like the orange juice concentrate contained in Happiness or the sandalwood in Serenity—serve to both articulate and generate an emotional response.

“Fragrance is an emotional product,” Förster explained, “quite literally because the sense of smell is located in the limbic system of the brain, where our emotional responses reside. Scent is the brother of breath: there is no other product more emotional or more promptly internalized.”

Like his past work with brands including Escada, Ellen Tracy, Dunhill, Montblanc, Anna Sui and Ghost, Förster has developed his proprietary collection from soup to nuts: juice innovation, marketing and even carton and bottle design. The gothic-inspired bottles, for example, are handmade in Normandy, topped with sustainable cedar wood caps and housed in magnetized wooden boxes lined with luxurious velour, he noted. Each glass bottle is imbued with a different color that reflects the emotion of its title.

Launched with German retailer Douglas in 2010, the line is currently available in roughly 84 doors across Germany, Switzerland and Austria, Förster said, adding that pending U.S. distribution would be within prestige retailers befitting the quality, class and high-end position of the line.

“Fragrances that become classics—just like successful people—have an aura about them,” Förster explained. “They have a distinct olfactive profile—an identity, personality and character that is entirely their own. And we truly believe that this collection is destined to become just that: a classic.”

 

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