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5 Sep

Mind Games Debuts Soulmate Collection – WWD

Fragrance brand Mind Games is doubling its product offering with a recent collection.

The brand, which was founded by fragrance licensee and distributor The Fragrance Group, is adding a set of unisex scents to its offering. Called Soulmate, the gathering entails 10 scents, priced at $375 each. 

They launch within the brand’s existing distribution, which incorporates Neiman Marcus and Bergdorf Goodman, this week.

It’s The Fragrance Group’s first fully owned brand, which debuted last 12 months. The corporate, which holds licenses for Tumi, Brioni, Christian Siriano and others, said with international expansion plans on the docket along with the debut of Soulmate, the business is on course to exceed $20 million in sales in 2023.

The genesis of Mind Games began six years ago, said Alex Shalbaf, The Fragrance Group’s founder and chief executive officer. “It’s something that stands out very clearly within the marketplace,” he said, provided that the brand draws its inspiration from chess. “I even have an amazing respect for the art of perfumers, in addition to the art of the sport, and I’ve been attempting to see how I can bring them together in a way that’s translatable to consumers.”

The reception has been strong, he noted, adding that Soulmate fills olfactive gaps within the brand’s existing lineup. To that end, one scent, Gambit, has notes of petitgrain, lavender, clove, cardamom, geranium Madagascar, mimosa ABS, patchouli, sandalwood dreches and ambrostar captive. It sources ingredients from Symrise.

Alex Shalbaf

“The technique of using super high-quality raw ingredients, natural ingredients and sustainably sourced ingredients, is in front of each creation we now have,” Shalbaf said. “They’re expensive by way of ingredients, but a brand like Mind Games, we now have no budget for the perfumers and permit them to create with the most costly ingredients.”

Mind Games has generated interest across demographics, with Shalbaf saying that the through line is avid fragrance consumption. “Our customer is everyone who appreciates positive fragrances. We’ve seen every kind of consumers, it’s a universal brand that’s designed for each customer, and never specifically for a demographic.”

Digital marketing has been paramount for driving conversion, specifically video content on its website and across social channels. “We invest tons of cash in creating these videos,” Shalbaf said. “The people who find themselves involved with the brand for the past years are still involved, and there’s a consistency in delivering a message that’s very cohesive.”

Distribution is exclusive to malls and the brand’s website, but Shalbaf said expansion was on the horizon as well in Europe, the Middle East and key markets in Asia. “The main focus has been mainly within the U.S., since we’re a U.S. brand, and we would really like to make sure that we now have successful story within the U.S. first. We aren’t in an ideal rush to open all of those countries unless we discover the appropriate partnership,” he said. “Within the U.S., we’re going to expand our distribution and are also in negotiations for our first boutique in Recent York.”

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