British fashion retailer All Saints, which aims to deliver higher-quality mass-market items with an edgy twist ranging from youth-wear to kid-wear, is set to launch its debut unisex fragrance under the aegis of Revlon called AllSaints...
Primary target for the scent is said to be the 16-18 year-old consumer group. The ad campaign in black and white puts emphasis on brand codes recognition and identification with a couple of young urbanites impersonated by models Louisa Kimmins, who is 20, and Tommaso Avitabile, who is 18. The looks are casual yet clearly sending sartorial signals to an in-group of like-minded souls ready to adopt the AllSaints total looks inspired by distressed materials, punkitude, Texas pioneer ranchers and the street and tattoo sub-cultures in their sanitized versions. The label calls this, which we see, and other things, which they see as the "East-London attitude."
"We are proud to partner with an industry leader, Revlon, to launch the AllSaints fragrance collection," said William Kim, CEO of AllSaints. "Revlon's strategic approach is perfectly aligned with our brand vision and global growth focus," he added. "As a brand, AllSaints is recognised globally for its fashion-forward, contemporary, Ready-to-Wear and bag collections and we look forward to creating a fragrance collection with Revlon which embodies these attributes."
"We are thrilled to partner with AllSaints, and strive to translate their unique perspective on fashion to the world of scent," said Serge Jureidini, President, Revlon, Elizabeth Arden and Fragrances at Revlon. "AllSaints' impressive footprint and customer-centric mindset is perfectly aligned with Revlon's strategy and our focus to accelerate our global business," he noted.
The perfume, in order to be perceived as unisex, has tuned-down the obvious, direct floral notes with just jasmine clearly featured, while violet leaves and Brazilian rosewood add subtler, more indirect, rounding-off floral tonalities.
The jus opens on top notes of violet leaf, coriander, juniper berries, bergamot, Guatamelan cardamom and patchouli. The heart features cedar, Brazilian rosewood, nutmeg, and leather. The latter is a reference to the "iconic [biker] leather jackets" of the brand. Base notes are musk, styrax, caraway, oakmoss, sandalwood and benzoin.
Available in 40 ml.
Launch date is set for fall 2018.
[Via Meng Shuang Zhang, PR Newswire & WWD]