Happy 6th Anniversary, Coach for Men!
This week, six years ago, Coach Creative Director Stuart Vevers unveiled his Coach for Men fragrance to great fanfare. There was a big party in New York City with actor James Franco who was the face of the scent at the time. Initial reaction to the modern woody-aromatic scent was very positive and sales were brisk. Retailers loved the fragrance and the sleek bottle design. What happened next is fascinating.
Following the lifespan of fragrances is an interesting science. Some scents debut with a splash and then quickly disappear. Some find an audience in foreign countries and thrive there. And others rely on massive global ad campaigns with A-List Hollywood celebrities to keep sales in the top 10. Even the most experienced fragrance buyers struggle to predict which scents will survive in the long run.
Coach for Men is a case study of a fragrance that started out well but suddenly found an audience several years after its launch. In fact, 2023 is turning out to be its best year ever with a strong sales momentum around the world. Why? This can be because it takes men longer to discover and try fragrances in general. They tend to be loyal to their favourite scents (and grooming brands) So it can take a fragrance house more effort to get guys to actually try the fragrance. They’ll invest in online sampling, instore samples and demonstrators. This can take time but once you hit a critical mass, word spreads and sales jump. Coach for Men is experiencing a renaissance this year.
The fragrance was the brainchild of perfumers Anne Flipo and Bruno Jovanovic under the direction of Vevers. These are two of the most talented perfumers working in perfumery today. Bruno in particular likes to experiment with unexpected notes in his composition which is why you find a kumquat note in this blend.
Coach Men is a woody-aromatic fragrance for him that pairs notes of suede, Haitian vetiver and coriander with lavender and pear. The addition of a kumquat note adds a burst of freshness.
Scent Style: a woody-aromatic fragrance for him
Key ingredients: pear, kumquat, bergamot, lavender, grapefruit, cardamom, geranium, coridander, ambergris, suede, amberwood, Haitian vetiver
The weighty glass flacon features the iconic Coach emblem embossed on the front and boasts a leather Coach tag on the neck. It’s a deep grey hue that lightens in gradation as you get closer to the base. You’ll notice the quality the minute you pick it up.
A 100 ml bottle of Coach for Men will give you approximately 1,000 sprays.
The Scent Lodge team wants to wish Coach for Men a very happy 6th Anniversary. Here’s to another 6 years!