House of Creed Introduces Viking Cologne With Virtual Concert – WWD

The House of Creed might have taken inspiration from the Nordic international locations when it first launched Viking in 2017, however the perfume home is now hoping to deliver the area to fans with its newest launch.
Creed is introducing Viking Cologne, its first extension below the Viking perfume pillar, with a digital live performance on June 1. To happen on Creed’s U.S. web site, the live performance — named Valiant Sounds — consists of native artists Junius, Gugusar, Logi Pedro and Young Karin.
Digital occasions are new territory for ICP, Creed’s distributor in North America. “We problem our staff to take new client behaviors and rising tendencies like at-home experiences mixed with new client purchasing tendencies,” stated Emmanuel Saujet, co-founder of ICP.

Nevertheless, ICP is targeted on bringing merchandise to market in an more and more digital world, despite the fact that e-commerce is traditionally hostile territory for fragrances. “We additionally had a number of influencers who took loads of content material, and it’s going to begin being dispatched,” stated Thomas Saujet, co-founder of ICP. “We’ve additionally dispatched 18,000 samples. We’ve by no means finished such a heavy sampling program on the social entrance, and we’re going to be giving the shoppers a really digital expertise.”
The perfume, an eau de parfum, is launching at Creed boutiques June 1 and at Neiman Marcus, Bergdorf Goodman and Holt Renfrew later this yr. Prices vary from $335 for 50-ml and $445 for 100-ml. Industry sources count on the perfume to achieve $6 million in retail gross sales for its first 12 months in the marketplace.
Creed additionally opened a second boutique in Las Vegas this week to coincide with the launch, with extra brick-and-mortar openings deliberate for 2021.
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