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1 Sep

Mercedes-Benz Introduces ‘Land, Sea, Air’ Fragrance Trilogy for Men

For its newest fragrance collection, Mercedes-Benz looked to its roots.

Called Land, Sea and Air, respectively, the three-fragrance men’s range was inspired by the German luxury brand’s own signature star, which features three points, each signifying a component — and domain — and the brand goals to bring its engines.

Retailing for $115 each, the fragrances can be found direct-to-consumer and at Dillard’s, and can roll out to Belk later this 12 months. Globally, the gathering is anticipated to enter greater than 20,000 doors.

“Once we began to work on this project, the target was to provide a latest begin to Mercedes-Benz’s perfumes range in a novel and unexpected manner,” said Magalie Chauvin, international marketing director at INCC Parfums, the licensor for Mercedes-Benz fragrances.

“For us, this collection is an elevated play — it fills a niche for rising [consumer] consciousness about sustainability and fragrance,” added Crystal Wood, chief marketing officer and chief operating officer of distribution group The PCA Group of Firms.

To that end, the gathering marks the primary time Mercedes-Benz fragrances are encased in recycled glass bottles and have aluminum caps; the outer packaging is made from algae-derived biodegradable paper. “Fragrance guests wish to smell good and feel good, but in addition they wish to do good,” Wood said.

Mercedes-Benz Air Eau de Parfum

courtesy

Mercedes-Benz estimates the trio, which was crafted by IFF master perfumer and 2023 Fragrance Foundation Lifetime Achievement Perfumer honoree Anne Flipo, could do 25 million euros in global retail sales during its first 12 months available on the market.

“Our top market is the U.S., then Korea after which Europe, with our partner and key retailer in Germany, Douglass,” said Chauvin, adding the brand is targeting a foray into travel retail in 2025.

The Land fragrance features notes of cocoa shell, tonka bean and patchouli, while Sea includes violet leaf, tangerine and seaweed and Air combines armoise oil, citrus notes and turmeric leaf.

“To me, one in all the innovations of this trilogy of perfumes is the concept of layering,” said Flipo. “Just as the weather complement one another to be as one, the three fragrances needed to have the ability to live together and above all, form a coherent whole.”

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