PERFUMES - DEVELOPMENT OF A NEW PRODUCT CATEGORY

WHAT INSPIRED YOU TO OFFER FRAGRANCES AS A NEW PRODUCT CATEGORY?

We know what Marc O’Polo looks and feels like. But what does Marc O’Polo actually smell like? With this project, we wanted to create something for the brand in a new and particularly emotional dimension. We wanted to create a sensual experience. And fragrances in particular have a high recognizability value.

HOW DID YOU START WORKING ON THE PROJECT, AND DID YOU NEED EXTERNAL EXPERTISE?

Our most important decision at the beginning was certainly whether we would form a classic licensing partnership, or if we would take the risk of developing something of our own. Creative freedom—especially during the product’s development—and greater control over distribution spoke in favour of the latter option. Our perfumes were produced to the highest quality standards, which was tied to costs that a partner company might not have been able to bear. Thanks to this bold decision by our board of directors, we were able to create a product category that not only smells 100 % like Marc O’Polo, but also looks and feels like it.

WHAT ARE THE CHARACTERISTICS OF THE PERFUMES?

Marc O’Polo has very high standards across all divisions, which of course must also be reflected in its fragrances. Consequently, the brand's character must also come across in this format. That's why we decided to use ingredients that, due to their cost, are normally reserved only for very exclusive and special perfumes.

Our essences were created in Grasse—the Mecca of perfume—by a boutique fragrance house. They are a real family business, which is very rare in the industry. Our fragrances are all eau de parfums. This means that their perfume oil is mixed with alcohol in a higher concentration than in an eau de cologne or eau de toilette.

In addition, all ingredients—some of which fittingly come from Sweden—are certified "clean", i.e. 100 % safe for humans, animals and the environment. This aspect plays a key role in every area of Marc O’ Polo's business.

WHY HAVE YOU FINALLY CHOSEN EXACTLY THESE THREE FRAGRANCES?

Three, as we know, is a magic number. Our minimalist, but particularly high-quality range embodies Marc O’Polo’s philosophy. With these perfumes, we have created three distinctive worlds of fragrance from which everyone can choose their favourite scent— woman or man.

WHY DID YOU CHOOSE THE NAMES RAIN, SKY AND EARTH?

We also wanted to capture and reflect the Scandinavian nature that is essential to us through our fragrances. Our trio of scents symbolises the life-giving elements of our planet: water, air and earth. A beautiful association, isn't it?

WHAT WAS YOUR HIGHLIGHT OF THIS PROJECT?

The last-minute, very creative presentation of our three fragrances at the Marc O'Polo summer party - thank you VBM team! It was an absolute highlight to see all our colleagues trying the fragrances and receiving such positive feedback from everyone.

WHAT DID YOU LEARN FROM THIS PROJECT?

It's always better to get an idea off the ground, even if it's not yet fully worked out, than to never tackle a project at all. Imperfection is human and in the end the products turned out absolutely perfect as they are.