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Launch Sequence

By: Karen A. Newman
Posted: October 13, 2008, from the April 2006 issue of GCI Magazine.

page 3 of 6

The idea for the fragrance came soon after she smelled the flower. For Kiztrow, the branding expert, the name of the fragrance came first. The actual fragrance was in her hand about nine months later.

A short time after she smelled the flower in Chicago, she went to a garden center in New Jersey and bought three plants that she sent home with her perfumer, setting in motion a summer-long treasure hunt for the exact variety of the plant that yielded the memorable scent. The perfumer tended the plants and, when they bloomed, extracted the fragrance. The first variety of the plant she delivered to the perfumer was not the one that remained so strong in her memory. More plants, more blooms followed and the ‘winning’ sample was in her hands by the end of July.

A few lines from Kitzrow’s marketing plan sum up her thinking on the current trend in designer fragrance and hint at the thinking behind Summersent. Too often, a designer will launch a fragrance in his or her own image, not in the image of the woman who will wear it. She is expected to celebrate the designer’s image as her claim to individuality. Thus the search goes on as she seeks her signature scent.

Here is the description of the finished fragrance: It is a luscious floral fragrance based on the unique scent of Summersent in bloom. After capturing this unique living flower accord, heartnotes of Italian jasmine, Moroccan orange blossom, cassis flower and genet were added to enrich the bouquet. A hint of mandarin provides a sparkling top note, while a fresh petal greenness enhances the magical quality of the scent. A blend of white musks interwoven with a honey nectar accord provide a haunting drydown.

Dedicated to Women

A lot of what is seen in our culture, said Kitzrow, is based on sex, and while she points out that there is nothing wrong with sex and sensuality, she did feel a strong motivation to “get this brand out in front of the public as something that doesn’t attach itself to that.”