Marc Jacobs Heads Into Men's Scent Market

Marc Jacobs Bang bows July 30. The visuals feature the designer Marc Jacobs lying naked on a silver Mylar bed.

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Next came the development of the juice. “I wanted to do something that I would love,” said Jacobs. “I particularly like spice notes, especially pepper, so that became a starting place.”

The scent, which was developed at Givaudan in collaboration with Ann Gottlieb, has top notes of black, pink and white peppercorns, a heart of primal masculine woods and a drydown of hypnotic elemi resinoid, aromatic benzoin, vetiver, white moss and patchouli. Eaux de toilette in two sizes, 1.7 oz. for $55 and 3.4 oz. for $75, will be offered, as will a 5.2-oz. aftershave balm, $40; a 6.7-oz. hair and body wash, $25, and a 75-g. deodorant stick, $22.

The bottle is a silver-toned shape that is crumpled in as if it had taken a bullet to its center. “We worked on the bottle with the visual of doing something classic that had been broken in some way, something fractured — almost like it had been crumpled and then smoothed back out,” said Jacobs.

The scent is expected to appeal most strongly to men ages 25 and older, said Langlais.

Promotion of the fragrance also will involve an extensive Web campaign, noted Lori Singer, group vice president of global marketing for Coty Prestige Designer Fragrances, adding that Twitter, Facebook and Foursquare all will be part of the effort. The digital component will begin at launch and be spread through the end of the year.

“It’s how young people stay in touch,” said Jacobs. “That’s how they receive information, and that is a fact: Almost everyone I know is constantly on Facebook and Twitter. Plenty of people are private, but young people like to communicate what they’re doing all the time and they like to know what their friends are doing all of the time. Whether I like it or not doesn’t matter. It exists. It’s a fact of life. It isn’t like a magazine that has a three-month lead time. If you own any form of a gadget — an iPhone, an iPad or whatever — you can access information immediately, so of course it is growing at faster and faster speeds. It’s so immediate.”

Extensive sampling, including scented ads and vials on card, is also intended to be part of the marketing mix.

While Jacobs and Coty executives declined to comment on sales projections, industry sources estimated Bang would do about $60 million at retail globally, with about $24 million of that figure expected to be done in the U.S. Industry sources also estimated that about $25 million would be spent on advertising and promotion globally in Bang’s first year on counter, with about half of that figure expected to be spent in the U.S.

Jacobs said he has just had a first meeting for his next women’s fragrance. “I’m not sure when it will be out — it doesn’t even have a name yet,” he said. But he’s excited.

“I feel like I’ve gotten into my fragrance groove,” said Jacobs. “We’ve been very successful with Daisy and Lola — we hope to have another winner, this time in the men’s market, with Bang. We want to have that same kind of impact.”


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