Rocawear, the first fragrance
Elizabeth Arden hopes to bring added urban appeal to department stores this September with 9IX Rocawear, the first fragrance to be launched under its Rocawear license.
The fragrance is going to be part of a global expansion strategy and part of a restage of the Rocawear apparel brand. Arden’s Rocawear licensing deal is for both men’s and women’s fragrances, cosmetics and skin care.
The scent, concocted by IFF, has top notes of Asian coriander, mandarin zest and living cantaloupe; a heart of spike lavender, raw geranium leaf and suede, and a drydown of golden amber, musk and timberwood.
The scent will be available in about 2,000 U.S. department and specialty store doors, including Macy’s, Dillard’s, Belk’s and Bon-Ton/Carson’s. In addition to traditional department store doors, Arden plans to distribute the scent in specialty stores that also carry Rocawear. The fragrance is expected to roll out to travel retail and Australia later this fall, followed by a spring launch in the U.K.