steady consumer word-of-mouth and exclusive distribution have been key to the success of Michel Germain’s séxual pour homme fragrance, which became Bloomingdale’s No. 1 selling men’s scent for December 2002.

The séxual counter at Bloomingdale’s New York City presents the brand dramatically.

After studying ancient aphrodisiacs, Michel Germain set out to create fragrances that would “arouse the sensual emotions of both men and women,” and launched Séxual for women in 1994. Séxual for men followed in 1997.

Select retail distribution is strictly maintained with the fragrances only available at Bloomingdale’s in the U.S., The Bay in Canada and online at www.michelgermain.com.

“The exclusivity of the brand to Bloomie’s sets us apart,” said Christina Maybaum, men’s fragrance buyer at Bloomingdale’s. “The sexual juice is very appealing. It’s very masculine and our customers are very loyal once they have started with it,” Maybaum explained.

Bloomingdale’s rolled out the fragrance to all doors in the fall of 2002. “We’ve done a good job getting the word out to our customers and it’s a terrific partnership with Michel Germain to deliver a brand that our customers are so loyal to,” she stressed.

The brand has built a following with minimal advertising. Séxual is promoted in one or two of the retailer’s Christmas catalogs as well as in Father’s Day materials. “The business has been built at the store level,” Maybaum said. “It’s given as much counter space in most stores as any of our top fragrances. We appreciate brands that allow us to differentiate.”

Séxual features simple, elegant packaging. Bormioli Luigi supplies the bottles, caps and dispensers. Both fragrances are presented in glossy cartons—black for men, red for women—with gold copy and the symbol for men/women in matte finish.