Yohji Yamamoto Parfums has released a new range of fragrances for men and women.
With a quirky ‘I am not going to disturb you’ name, the fragrances launched in travel retail at last week’s TFWA Asia Pacific Exhibition & Conference in Singapore.
The fragrances are presented in stand-out matte black packaging, synonymous with the work of renowned Japanese fashion designer Yohji Yamamoto.
It is Yohji Yamamoto Parfums’ first international launch since a change of ownership. Cyprus-based I.F.D. Fragrance Distribution, the official Yohji Yamamoto Parfums licensee, is part of Alkor Group, a leading retailer and distributor in Russia.
Yohji Yamamoto Parfums Export Director Natasha Bezrukova said the new fragrances emphasise the Yohji Yamamoto DNA and avant-garde nature. The brand is determined to “set rather than follow trends”.
“We are presenting fragrances with character. They are not what you would expect; they are bold, right in your face, rebellious and not for everyone.”
About Yohji Yamamoto Parfums
– Japanese fashion designer Yohji Yamamoto is known for his avant-garde tailoring featuring Japanese design aesthetics.
– He launched his first perfume, Yohji (a chypre-fruity created in partnership with Jean Patou and signed by Jean Kerleo) in 1996. It was followed by Yohji Essential in 1998 (created by Jean-Michel Duriez) and Yohji Homme in 1999.
– In 2001 Patou was acquired by Proctor & Gamble and in 2004, under the new licence, Yohji Yamamoto Femme (by Nathalie Feisthauer) and Yohji Yamamoto Homme (by Jean-Pierre Bethouart) were introduced. The fragrances were discontinued in 2005.
– In 2013 Yohji Yamamoto launched six new fragrances (five revised, one new) in collaboration with Olivier Percheux.
Bezrukova said the new fragrances target a premium price position and are a “perfect match” for travel retail. Discussions are already underway with leading retailers in the channel, she added.
Bezrukova said the company is targeting the Asia Pacific market because of its Japanese roots and the region’s high brand awareness.
“It is universally accepted that Asian consumers prefer subtle fragrances due to historic and cultural peculiarities, but more and more shoppers in the region are opting for fragrances with charisma. It still is a very young trend but we are optimistic that Yohji Yamamoto Parfums could in a way disrupt the status quo and win the hearts of customers in travel retail.
“The message through the fragrance is full of irony; I am not going to disturb you, or have I?”
I am not doing to disturb you Femme edp (30ml and 50ml) has base notes of vanilla and musk. Heart notes include osmanthus and tobacco, which is regarded as a Yohji Yamamoto symbol, and top notes of davana and angelica.
“We are optimistic that Yohji Yamamoto Parfums could in a way disrupt the status quo and win the hearts of customers in travel retail” – Yohji Yamamoto Parfums Export Director Natasha Bezrukova
The Homme edt (50ml and 100ml) has black pepper, artemisia and bergamot top notes while the heart features suede and blonde tobacco. The base blends amber, myrrh, vanilla and moss.
Bezrukova said a niche line of six signature fragrances will be launched later this year, with a new Unravel fragrance to be released in 2019.