THEBEAUTYBIZ
THEBEAUTYBIZ
Brand at Inter Parfums How has Inter Parfums maintained the identity of the Betsey Johnson brand through its products? Inter Parfums has my spirit and my look throughout the products. With perfume, the packaging has to hook and connect with the consumer—like the Too Too eau de parfum bottle. The idea for Too Too’s packaging started with this little Victorian corset and a bottle. In fact, tutus are my signature outfit. Inter Parfums has made my spirit as the ‘Tutu Lady’ come to life. Too Too eau de parfum couldn’t be more me.
Betsey Johnson (c.) with Inter Parfums’ Kellie Como and Andy Clarke.
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ince 2010, Inter Parfums has maintained an exclusive worldwide agreement with powerhouse fashion designer Betsey Johnson. They develop and distribute fragrances, cosmetics and personal care products under her brand name. At the time of the agreement, Andy Clarke, president of Inter Parfums USA stated, “Betsey Johnson fashion is forever feminine, sometimes whimsical, but always recognizable.” Johnson recently spoke with Beauty Fashion about her relationship with Inter Parfums, her products, and creative process.
Do you have any future plans for the brand? Do you have any ideas lined up for future launches? I’d love to do everything across the board with creams and particularly makeup. Right now, we’re doing a test run on lip and nail colors. In the future we’ll expand in the makeup area. We want to capture girl’s attention and urge them to wear our makeup. The packaging has to be brilliant and visually stunning, to appeal to the ultimate Betsey Girl. It has to be something you love to look at as well as use. It has to thrill them. Is there any ritual or habit you do before you start brainstorming ideas? I keep my eyes wide open and I’m always thinking. I love to collect perfume bottles. I also get a lot of ideas looking at vintage objects. When it’s time to create something new, I look at all the perfume bottles. I observe perfumes, and their packaging in the market and try to find a gap where I can fulfill a need. I fully believe in the ‘if you build it, they will come’ mantra. BF
How would you describe your working relationship with Inter Parfums? I love the people at Inter Parfums because they’re all great and we work wonderfully together. What I like about the working relationship is that they respect me and there’s open communication. They get me. It’s important to connect with a company, or else you won’t be able to do anything well. S EPTEMB ER 2 0 1 3 /
Betsey Johnson showing her Too Too eau de parfum.
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