In celebration of their new perfume, Tiffany & Company has teamed up with select retailers in an innovative move to promote the product, among the select few is Macy’s Herald Square. The new fragrance joins Tiffany 14 years after its most recent perfume, Pure Tiffany, was introduced. Tiffany has been making its own perfumes since 1987, when the company celebrated its 150th year in operation. Tiffany & Co.’s other standout scents included 1989’s Tiffany for Men and 1995’s Trueste.
The new scent is Tiffany & Co.s first significant entry into the fragrance market in 30 years, and marks the first time the jeweller has teamed with retail partners on a global launch. While the 7,000-door distribution of the Tiffany scent is of a smaller scale than the distribution of other fragrances in Cotys luxury portfolio which includes Chloé, Gucci and Marc Jacobs, it will provide new, unprecedented exposure for the 180-year-old house.
”The fragrance is an introduction to Tiffany through select speciality retailers on a global scale, far beyond the reach of our stores,” says Jean-Marc Bellaiche, senior vice president of strategy and business development at Tiffany & Co.
”Tiffany is first and foremost a premier jeweler, a fine jeweler,” adds Naggiar. ”But to develop a fragrance is also another place in which you can celebrate and bring the qualities of the brand to life. And now we can share it in so many other locations, and really invite a whole set of new customers into the brand.”
In celebration of the new perfume, Tiffany & Co. choreographeda video incorporating St. Vincent singing “All You Need is Love,” shot by famed photographer Steven Meisel.