FRAGRANCES & ESSENTIAL OILS
English Leather steps out in a feminine number Provocative and captivating, Fisher Brands has launched English Leather Woman. Developed and produced in South Africa in line with international standards, the new fragrance range has been made possible through solid relationships with suppliers, which offer consistently high quality products and services. By Abby Vorster
DKNY and Hugo Boss. We have four variants
perfumers with a greater understanding of
in our English Leather fragrance range for
the fine fragrance market in South Africa.’
men which jointly appeal to most male
A total of 30 fragrances were tested
consumer age groups. I felt the time was
among 500 demographically correct
right to expand the brand into the female
perfume users over a period of six
market and what better way to do so, than
months. Of the 30 fragrances, four are
with English Leather Woman,’ says company
among the top sellers in South Africa,
MD, Mike Fisher. ‘The vision
including D&G Light Blue, Red Door,
was to create a fragrance that defines the essence of women. Fittingly, our new fragrance has
M ike Fis her and Linda De Andrade
Black XS and Avon’s Far Away while the remaining 26 were new creations
been designed by a woman
selected in Paris. All the
for women.’
samples were coded and
Following extensive
randomly selected by the
consumer research
participants in a simulated
conducted by Symrise into
retail environment. The
the perfume preferences of
selection process ran for
long standing South African
South African consumers,
two-week intervals over
brand, English Leather has
Symscent proactively
six months.
been a market leader in the
submitted a series of new
male masstige fragrance
product ideas to Fisher Brands, which
available as English Leather Woman, was
category for over half a century. Current
led to the development of English
one of the top performers in this consumer
market trends prompted the fragrance
Leather Woman.
research project,’ adds Reynolds.
A
house, Fisher Brands, to cross the divide
Margaret Reynolds of Symscent
‘The fragrance, now
Characterised by its floral, ambery
and launch its first female fragrance
comments: ‘As the official Symrise
scent, English Leather Woman
under the English Leather umbrella.
distributor, we have access to the
encompasses a melting pot of intriguing
fragrance oils used in the consumer
notes to trigger the senses at various
female fragrances within the same brand
research. The project was initiated
levels. The top notes are based on
works extremely well for many successful
at the request of Symrise’s team in Paris,
a blend of fruit infusions including
international brands such as Calvin Klein,
France, which sought to provide global
bergamot and Asian mandarin, which
‘The cross link between male and
16
| NOVEMBER/DECEMBER 2018 | P C Review