This September will see the launch of Topman’s fragrance and grooming range. After five years of careful research and deliberation, Topman has chosen to work independently from the major corporate licensing agencies, instead choosing to work in-house alongside industry nose and creator of Agent Provocateur Parfum – Azzi Glasser.
The range – which will launch exclusively in Topman Oxford Circus and Selfridges department stores on 22nd September 2011 before going nationwide to all Boots and remaining Topman stores a week later – will consist of two Eau de Parfum fragrances; 16 and 27, and an essential core hair and body range offering hair putty, body wash, deodorant, and a body spray, all carrying the 27 fragrance.
‘For Topman to be taken seriously in the toiletries arena it was crucial to make sure that we were able to produce a range of grooming products that were both affordable and luxurious at the same time.’ – Gordon Richardson, Design Director, Topman
The decision to take the creative in-house and work with Azzi has meant that stronger focus on important elements has been possible. The quality of ingredients used in the formulations has been paramount – resulting in products which carry artisanal integrity and depth of quality. In addition it has meant that the fragrances can be delivered to the Topman customer at a very honest and reasonable price of £15.
‘I wanted to create fragrances that would really stand-out in today’s congested marketplace and for me it is essential to have the best quality of ingredients that can represent the brands personality and lead the high street.’ – Azzi Glasser, Fragrance Designer
Despite us thinking the numbers 16 and 27 alluded to the age range of their target market, the two Eau de Parfum fragrances are infact identified by their original formulation numbers – 16 and 27 – which are reflected within the creative of the packaging.
No.16 gives a sense of cool fresh air on top using three key notes, Bergamot, Poivre and a Woody/Ozone accent which is amplified by the heart and edgy base of Amber, Labdanum and Musks which leaves a unique signature that plays with body temperature.
No.27 had to have ingredients that would be addictive and distinctive, we chose a wild accord of Clarysage, anise and Neroli with a magnetic character of Vetiver and nutmeg for the heart and added tenacity to the end composition with four notes of Oakmoss, Frankincense, Cedarwood and skin penetrated Musks.