Ralph Lauren has unveiled plans to conquer the luxury perfume market. The brand will launch 10 fragrances, with each based on a different travel destination.
“I have always been inspired by different ways of living,” Lauren said, according to WWD. “My new collection of fragrances are the sensual expression of these worlds in the most personal way. They evoke the spirit of what I’ve loved for almost 50 years.”
The scents will go on sale on Tuesday (14 June 2016), debuting at Ralph Lauren’s flagship store in New York, situated on 888 Madison Avenue.
We will post images of the new fragrances as soon as they are available – please keep checking back.
Some of the geographic destinations covered are Riviera Dream, Legacy of English Elegance, Song of America, Portrait of New York and Treasure of Safari, and each will have two unisex fragrances. Also on offer are kidskin leather sleeves for the bottles, which carry a price tag of $300 (£211).
Beauty giant L’Oreal acquired Ralph Lauren’s fragrance license in 1985, and the new offerings mark the most ambitious perfume plan between the two companies to date.
“We aren’t coming with a collection of fragrances,” noted Guillaume de Lesquen, president worldwide of Ralph Lauren Fragrance at L’Oreal USA. “We are coming with a collection of experiences. We don’t want to launch another collection of fragrances.”
Leading perfumers Calice Becker of Givaudan, Carlos Benaim of International Flavors & Fragrances and Harry Fremont of Firmenich have spent four years working on the new launch.
“The idea was to mix French haute perfumery and American modern style,” de Lesquen explained.
Prices range from $140 (£99) for the 50 ml. size and $240 (£169) for the 100 ml.
See more on www.ralphlauren.com
Top image: Ralph Lauren pre-Fall 2016 collection
