Cloudbreak brings Isaac Mizrahi scent to the travel retail market

By Charlotte Turner |

The Cloudbreak Group is launching two major fragrance franchises, Isaac Mizrahi and New York Yankees in 2012 and 2013, beginning in North America where the brands are already seeing positive results on the domestic market.

 

The Cloudbreak Group, founded by Thomas Butkiewicz and Duncan Bird, works with brands and celebrities to develop and distribute products, whilst increasing brand awareness, sales and speed to market.

 

Isaac Mizrahi Fabulous“We develop intellectual property, acquire licenses and invest in (or purchase) brands,” says Cloudbreak.

 

Fashion designer, American TV presenter and Creative Director of Xcel Brands Inc, Isaac Mizrahi, has already launched his debut fragrance Fabulous – priced US$78 for 100ml – on the QVC shopping channel and in Bloomingdales in the US, and according to Cloudbreak the early sales results have been very positive.

 

[Left: Advertising visual for Isaac Mizrahi’s Fabulous fragrance]

 

‘READINESS TO FACE THE WORLD’

The fragrance is described as a modern blend of citrus, peony and musk that creates a “clean sensuality, delivered in a retro-chic yet playful bottle that is just what you would expect from Isaac Mizrahi,” says

Cloudbreak.

 

“When you feel beautiful, you look beautiful,” says Mizrahi. “Every woman should believe in herself. Style can be had at any price, any age. Fragrance should help enhance a woman’s readiness to face the world.”

 

 

NEW YORK YANKEES

The other fragrance franchise which Cloudbreak expects to perform well all over the world is from the major sports and lifestyle brand New York Yankees; the debut men’s and women’s fragrances are priced at US$62 for the 100ml versions.

 

“We’ve already started shipping the fragrances to North American and Latin American travel retail markets, and will be launching into the European travel retail market in October and to Asia in the Q1 2013.”

 

New York Yankees

The men’s scent is described as a fresh, woody scent with a blend of sparkling Bergamot, Coriander and cool Blue Sage.

 

The women’s scent is described as a fruity gourmand scent with notes of Guava, Plum and Apricot nectar.

 

[Right: His and Hers New York Yankees scents]

 

The Cloudbreak Group plans to arrange personal public appearances from the Yankees players for the launch of the fragrance in international markets.

 

It also wants to focus on the EDT/EDP and body sprays in travel retail locations, with other ancillary products to follow in the future.

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