Tommy Bahama Launches First Fragrance Collection

Gemini Cosmetics is betting consumers will love the latest addition to this elegant tropical lifestyle brand.

By Janet Herlihy, Editor

The Tommy Bahama brand is so well known to most upscale American consumers that many assume there is a real Tommy sipping a drink on a beach somewhere.

“Tommy Bahama is relaxed, yet sophisticated; elegant, yet casual with a tropical flair,” said Neil Katz, president and chief executive of Gemini Cosmetics, the new beauty marketer that is launching the first Tommy Bahama fragrance collection in February. The Tommy Bahama brand, established in 1992, is identified as a “lifestyle company that defines elegant tropical living with men’s and women’s apparel, accessories and a complete home furnishings collection.”

“It has a lifestyle story that already exists,” Katz said, adding, “It’s about a weekend that lasts forever.”

For the marketer, who led Liz Claiborne Cosmetics as president (1991-2002), creating a fragrance collection for the Tommy Bahama license was a natural fit. At Liz Claiborne, Katz established a track record of successful fragrance launches with brands such as Curve, Mambo, Lucky You and Candies. Katz is an expert at developing fragrances—juice, packaging, marketing and promotions—that capture the consumer’s imagination, draw them into stores and ultimately win sales.

The Tommy Bahama Legend

For Tommy Bahama, the challenge was in creating products that are consistent with the brand while adding a touch of romance and mystery. Although consumers will be the final judges this spring, the Tommy Bahama Fragrances already seem to glow with a tropical sunrise of possibility. Inspired by the romance of the tropics and developed by Firmenich, Tommy Bahama Fragrances are lush and sensual, according to Gemini. The initial collections include cologne, eau de parfum and bath and body products for men and women.

Tommy Bahama Fragrance for Men is described as “a vibrant, sparkling fragrance that exudes luxurious warmth and sophistication.” The men’s scent opens with crisp Pepper Sichuan, with notes of Elemi, Coriander, and Bergamot. The heart of the fragrance is a blend of Sage, Incense, Caraway and Ginger Root. The fragrance finishes with Patchouli and Vetiver balanced with Musk, Guaiac Wood and rare Amber.

The women’s fragrance is a modern floral, topped with a citrus burst of Cactus Flower, Clementine and Bergamot. The heart of the fragrance combines Hawaiian Tuberose, Frangipani and Honeysuckle, and it closes with exotic woods, sheer musks, and sun-ripened Nectarine.

Package Details Tell the Story

Every detail has been considered and carefully chosen to result in packages that communicate a tropical romance. Both fragrance bottles are low profile, custom glass flacons by Pochet that are a pleasure to hold. Tommy Bahama for men is presented in a flask-inspired bottle, reminiscent of cognac-colored sea-glass. Tiny air bubbles in the rich brown glass and the relief palm tree logo support an antique impression, as does the cap, carefully crafted for the look of mahogany. The cap meets the bottle with an antique-bronze collar that takes its styling from a man’s Hawaiian wedding band.

The women’s fragrance bottle is a delicate, pearlescent orb crowned by a luminous cap, tinted in the warm pinks and golds of a conch shell. The collar takes its pattern from a feminine Hawaiian wedding band.

The folding carton for the men’s fragrance carries an embossed pattern of palm fronds in golden tones while the carton lining features a rugged, textured tone-on-tone jacquard pattern. The women’s folding carton carries the same embossed fronds rendered in delicate shell pink tones. A crème-colored carton lining in a tone-on-tone jacquard pattern completes the package. The caps are supplied by Risdon; the actuators produced by Rexam; the cartons are made by Shorewood Packaging.

Advertising Adds a Ms. Tommy Bahama

The image for the first advertising campaign features a romantic couple—the woman, graceful and elegant, the man, with tousled hair and polo shirt—the Tommy Bahama image of man about town on holiday. The couple are also seen in other Tommy Bahama print advertisements.

Ancillary Products Support Theme

Designed to coordinate in color and style with the fragrance packages, accessory products suit the Tommy Bahama lifestyle. Ready to pack for a weekend get away, the men’s collection includes an after shave, hair & body wash, skin soother with SPF 15 and deodorant. Designed to pamper, the women’s collection includes perfumed body lotion, perfumed bath and shower gel and perfumed body powder.

Distribution: Traditional and Much More

The fragrance collection will roll out in traditional department stores, including Nordstrom, Federated, Belk’s and Marshall Fields and will also be available to the Tommy Bahama consumer in over 40 Tommy Bahama retail locations and many resorts. Katz noted that in the future the line will also be available in duty-free shops.

“Part of the process of developing a fragrance is to create an interesting, entertaining shopping experience,” Katz stressed. “The products have to be engaging. It’s not enough to do traditional marketing. There needs to be a story that is then represented by the product and supported by ingredients and presentation.”

Sampling Plays to Tommy Bahama Pastime

The sampling system for the Tommy Bahama fragrances will take its shape from a large match book cover. The cover will be printed with images of either the men’s or women’s fragrance. Because Tommy Bahama is often sighted on or near golf courses, the sample opens to reveal three golf tees and a sample vial of scent.

Design Collaboration

Gemini Cosmetics was formed in 2004 by Katz and Robert Rumsby, vice president and chief operating officer. The two industry veterans have since assembled an experienced team of executives including: Jacqueline E. Singer, vice president, marketing; Craig Ahlheim, vice president, sales; Sam Endy, chief financial officer and treasurer; and Kristin Spinn, director, marketing and sales administration.
Brandonology (see p. 24), a New York creative studio, did the packaging and graphic design for the Tommy Fragrances. Foundation, Tommy Bahama’s Seattle-based advertising agency, created the advertising and worked with Brandonology and Gemini to assure all development was consistent with the brand’s identity.

Tommy Bahama is a wholly owned subsidiary of Oxford Industries Inc. More info on Gemini: 212-586-0100; on Tommy Bahama: website www.tommybahama.com.