Steve Madden is Reentering Fragrance, This Time With Parlux
Both Parlux and Steve Madden are back at it again; the former with yet another licensee — its second in 2024 alone — and the latter with a return to the fragrance category, the waters of which it first solo in 2018.
Launching Friday, Goldie Eau de Parfum, $78, is a woody-floral women’s fragrance that kicks off an eventual “wardrobe of Steve Madden fragrances” Parlux plans to inaugurate, said Parlux president Lori Singer.
Asked why he sought to reenter fragrance, Madden said, “with the brand exploding and the synergy of finding Parlux,” it was the perfect time to launch back into the category.
Named after Madden’s tween daughter, the bergamot, pear and jasmine-infused fragrance offers up a fresh category to Madden brand loyalists, while aiming to resonate with the next generation of young consumers.
Watch on FN
“Fragrance is a natural extension for a brand like Steve Madden. We’re looking to all of the brand’s existing consumers and fans…and also creating an entry point for these new and younger consumers — it unlocks that larger customer base,” continued Singer.
Though Singer did not comment on sales expectations for the launch, industry sources think Goldie, which will sell at Macy’s, Amazon and via Steve Madden’s in-store and online direct-to-consumer channels, could reach $10 million in sales during its first two years on the market.
In September 2018, Steve Madden released a one-time, DTC fragrance drop called The Factory, comprising five perfumes by the names of She Plays With Fire; Secret Girls Club and Delusional Heart, among others, each retailing for $18.
Parlux — which has seen splashy successes of late in fragrance with its gourmand Billie Eilish collection and Drake’s Better World Fragrance House — is looking to turn Steve Madden’s fragrance play into a longer game.
“Parlux has been home to many successful partnerships in the retail fashion space — Vince Camuto, Kenneth Cole, Tommy Bahama — we believe in the longevity of the Steve Madden brand and this partnership,” said Singer.
Developed by Givaudan perfumer Christine Hassan, Goldie is encased in an imperfect golden-heart bottle, meant to fit comfortable in one’s palm while also signifying that beauty “is about individuality — not perfection,” Singer said. The fragrance’s woody base features notes of amberwood, soft musk and sandalwood.
“[Goldie] evokes a sense of youthful exuberance, which I think a lot of folks are going to relate to,” said Singer. “In creating it, we wanted to stay true to the Steve Madden ethos — the stylish, fashion-forward authenticity of Steve Madden — and thinking about how we could bring that to life through fragrance.”
Just last week, Parlux’s debut grooming line, The Shop — developed with LeBron James and Maverick Carter’s The SpringHill Company as an off-shoot of their barbershop-inspired talk show — launched at Walmart.
“We’re always look at who are the other, whether they’re pop culture icons, founders or fashion brands — what are the other brands that we want to create partners with,” said Singer, hinting that more collaborations are on the horizon.
“This is just the beginning — I can’t share more just yet, but there are several more coming at Parlux.”
