Perry Ellis Fragrance Debuts in QSLD Design

By Jamie Matusow, Editor

When Falic Fashion Group (FFG; a subsidiary of Duty Free Americas, LLC) acquired the license for Perry Ellis Parfums in 2007, the idea was to create a new standard. “We knew it was important to reposition the brand by following the vision of the fashion house creative director,” says Joelle Guedalia, vice president marketing/creative, FFG. “To do so, we had to redesign a new classic Perry Ellis.”  

The Miami-based apparel, accessories and fragrance designer, distributor and licensor chose QSLD to handle the project. “QSLD was highly recommended to us by different people from the industry,” says Guedalia, “and when I met with Gael [Ollard, executive vice president of QSLD], the chemistry was right.”

Taking It to the Top

French designer Denis Boudard, president and founder of QSLD Design Group and designer of the Fifi Award trophy, worked with FFG and Perry Ellis executives to create the bottle for its debut prestige men’s scent—simply named Perry Ellis—the first release under FFG’s new Perry Ellis fragrance strategy.

“In 2007, when we met the Perry Ellis creative team with FFG, I immediately noticed that everyone around the table had a strong desire to reconnect with what made Perry Ellis an iconic lifestyle brand,” says Boudard. “From the beginning, I was interested in the Perry Ellis fashion house’s vision. By extension, it was clear that this new fragrance would be a step toward changing the scope of Perry Ellis beauty initiatives in the future. We were talking about launching the next iconic Perry Ellis fragrance for men, nothing less.”

For inspiration in designing the package, Boudard was provided access to the Perry Ellis archives.

Thus the bottle and the packaging express the Perry Ellis tradition, as well as the modernization of the brand. Boudard’s team developed a statuesque, classic, heavy glass bottle to embody tradition and provide a timeless look; it is adorned with a belt-like woven fabric strap with the iconic Perry Ellis eyelet and metal strip. The dark wooden cap reinforces the connection of the brand with nature and authenticity. The outer packaging is made from a linen textured cardboard, printed in dark brown with silver hot stamping.

“We are very happy with the new design,” says Guedalia, “and we feel that we achieved our objective to bring the brand to a different level.”

A seductive advertising campaign and TV commercial—including broadcast on the giant Panasonic screen in Times Square, NY—will kick things off in grand style.

Working Off Perry Ellis’s Vision

“Perry Ellis himself once explained that his method of design was based on taking traditional ideas and making them modern,” says Ollard of QSLD. “Both the packaging and advertising were created to embody that concept without compromise and aid the ‘rebirth’ of the brand within the premium fragrance segment in the US.”

Juicing It Up

The Perry Ellis fragrance, created by Mane, is as provocative as the flacon that holds it. A blend of rich and textural woody base notes is refreshed by a sea-breeze energetic introduction, and a hint of vanilla and fruit provides a modern yet classic twist.

The new Perry Ellis fragrance will be available exclusively at Macy’s. The line will include two sizes of eau de toilette (100ml, $60), along with 100ml /3.4 fl.oz. after-shave splash, an alcohol-free deo-stick and a 200ml body shower gel.

Mission Accomplished

With an alluring fragrance, eye-popping packaging and an attention-getting advertising campaign and TV commercial, the future looks bright for the Perry Ellis fragrance comeback.