Daily Front Row

2006 November 3

Fragrance Frenzy

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(NEW YORK) Saks Fifth Avenue welcomed Tom Ford into its impressive roster of fragrance families Thursday night, when the designer made a personal appearance to globally launch Black Orchid, his first stand-alone fragrance in his Tom Ford Beauty division, a licensee of the Estée Lauder Cos. Julia Roitfeld Restoin, the star of the Black Orchid campaign, arrived for a brief photo op as well.

“It’s the beginning of a new chapter,” remarked Estée Lauder group president John Demsey. “He’s the first new beauty brand of the 21st century, and this is the beginning of the creation of a new house and touch point that’s both elegant and inspirational. As far as I’m concerned, whatever Tom Ford wants to do, he has carte blanche. He’s the Chanel of our time.”

Andrea Robinson, president of Tom Ford Beauty and Prescriptives Worldwide, added, “It’s the end of a wonderful road leading to the birth of a brand. He’ll be the designer of the century.”

Before even half of the near 300 people who showed up to meet Ford and have their bottle of Black Orchid signed—including a limited edition, $600 Lalique version—had arrived, Estée Lauder executives were already commenting amongst themselves that Black Orchid was on path to be the highest grossing fragrance in its first week in the history of Saks. While Demsey declined to discuss specific numbers, he did sum up his feelings, saying, “It feels like a blockbuster.”

“This was a wonderful opportunity for me to meet the people,” Ford said. Next up: Private Blend, a collection of 12 unisex scents that will debut next spring.
JIM SHI