Following up on yesterday's post about an upcoming Eau de Parfum flanker to Terre d'Hermès, I received a correction from well-informed reader M saying that perfumer Jean-Claude Ellena is actually working on an extrait version of the masculine bestseller, not on an Eau de Parfum. The Hermès press office confirmed the news this morning...
They are confirming that a Terre d'Hermès extrait is in the works and it is titled Terre d'Hermès Parfum.
Needless to say, the news come as even more interesting than the anticipation of the creation of an eau de parfum. It follows the previous pattern for Kelly Calèche which was redone as a parfum first and an eau de parfum next. One would note in passing that a parfum does not take the same financial risks as it a priori targets a smaller segment of the market.
But a men's parfum is something nevertheless a little revolutionary by mainstream standards. Terre d'Hermès although having a unisex charm once you dig into its olfactory personality is marketed as a men's fragrance. In 2008 it became the 5th best-selling masculine perfume in France. To plan to launch a pure perfume version of the scent can be appreciated as a notable gender twist and example of forward-thinking as extraits are usually reserved for the décolletés of women in the social imagination rather than the skin under the cuffs of men.
A "parfum" is the highest concentration a perfume can be sold in. But more than that minimal technical requirement, offering a new concentration of a fragrance requires a rethinking of the composition. Jean-Claude Ellena moreover is known for his preference for creative flankers rather than for just offering minimal twists.
It will be exciting to see how men take to this new habit for Terre d'Hermès.
Update: Further information here about the extrait, via Hermès