Clean Seeks Boost From New Scents

Fragrance marketer Clean plans to bolster its men's business and highlight the use of sustainable ingredients with several new scents this year.

Fragrance marketer Clean plans to bolster its men's business and highlight the use of sustainable ingredients with several new scents this year.

In March, Clean introduced a pair of women's scents, called Purity and Harmony, under the moniker Wellness by Clean. The "spa-inspired" fragrances emphasize renewable ingredients like corn-derived alcohol and plant extracts, which are used in the base of the formulations, noted brand manager Angela Budd.

Additionally, for September, Clean has slated the launch of a scent called Shower Fresh for Men, its second men's fragrance. The brand, which originally made its debut in 2003, launched its first men's scent the next year, a fragrance that now accounts for about 9 percent of the Clean business.

With the introduction of Shower Fresh for Men, Clean parent Fusion Brands Inc. is looking to complement its existing Shower Fresh for Women scent, a 2006 entry that's said to account for 21 percent of the overall Clean fragrance business.

Shower Fresh for Men was blended by Givaudan and features olfactory accords of bergamot, thyme, black tea and cedarwood. The scent is scheduled to be launched at Sephora, Ulta and select Nordstrom and Bloomingdale's locations. Clean's distribution network includes about 600 stores in the U.S., as well as 250 international points of sale, many of which are in Japan.

Shower Fresh for Men will be available in a square blue bottle, 4 oz. for $79, and industry sources estimate that the scent could do nearly $2 million in first-year retail sales. It will be supported with cooperative advertising with retailers, Budd noted, as well as via in-store promotions.

Clean is scheduled to make an appearance on HSN April 18. The brand was first launched on HSN last year, "and the reception has been really good," said Budd. "We weren't sure how fragrance would do on TV, but Clean is easy to communicate. It's inspired by something everyone can relate to."

Aside from the Clean brand, Ottowa, Canada-based Fusion Brands had marketed the Dessert by Jessica Simpson beauty collection, which is no longer on the market. Founded by Randi Shinder, the firm also markets the Lip Fusion and Scentology brands. It is planning to move its headquarters to Toronto this summer.
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