Aramis was launched in 1964 as a division of Estee Lauder, when it also released its first fragrance for men called Aramis Classic. This fragrance, along with seven others internationally and five others in the US, will be re-released this autumn as part of the classic collection.
The ‘long-standing favourites’ from the Aramis portfolio have been selected for retail in the US- Aramis 900 (1974), Devin (1977), JHL (1981), Tuscany Per Uomo (1984), New West for Him (1988) and Havana (1994). Newer additions Aramis Life (2003) and Aramis for Him (2006) have been selected for the international market.
A new beginning
“This is a way to go back and give Aramis a new beginning”, said Carol Russo, senior vice president and general manager for Aramis.
The company says that the initiative is an attempt to recruit younger customers to the brand, who may be attracted by the ‘classic’ appeal of a cosmetics company with a strong history in men’s fragrance.
By referencing the past in a collection like this, Aramis evokes a sense of nostalgia for older customers whilst tapping into the current trend among the young for all things kitsch and retro.
“I love the concept of discovering something old that is new again. The Gentleman’s Collection is like a wardrobe of fragrances, each one for a different day, a different mood. The collection has new appeal to our loyal customers and is an opportunity for new customers to discover”, said Leonard A. Lauder, chairman of the board at Estee Lauder Companies.
Aramis has also decided to package each of the perfumes in the same bottle design to maximise the coherence of the collection.
According to Russo, it has become more commonplace for brands to launch multiple scents or collections, as opposed to single fragrances, at a time when stores are cutting down their inventories.
“As inventories get tight in stores, this is a way of platforming the collection”, she said.
The decision to pursue a strategy with a connection to company history could be a shrewd business decision in a market where ‘vintage’ and ‘retro’ are currently in vogue.
In addition, by paying homage to the past, Diana Espino, vice president and general manager for Aramis said that she hoped it would “bring the look of the brand together”.
Although the company is keen to expand upon its current customer base, it has also noted the importance of keeping a sense of exclusivity to the launch, stating that distribution will be kept limited in the US with only 300 stores carrying the scent.
Bergdorf Goodman is to unveil the collection beginning in September and other department stores in America will start to sell the line from October onwards. No exact dates were available for the international distribution at the time of publication.