The launch of the new Carven Pour Homme and the revival of the iconic men’s scent Carven VÉTIVER. Created by Francis Kurkdjian and Patricia Choux, the new Carven Pour Homme is a fragrance with woody, spicy, aromatic notes.VÉTIVER was originally created 1957 in a salute to the legendary panache of Philippe Mallet, Madame Carven’s husband. The re-launched scent, which remains untouched, features vibrant aromatic citrus notes, brimming with Grapefruit, Bergamot and Lemongrass.
Our client, SAS & Company, who is the distributor for Carven fragrances, wanted to host an exclusive event that incorporated the essence of the Carven brand and its Parisian heritage, to introduce the two men’s fragrances to the key luxury grooming press.
The press launch was held at hip Sanderson Hotel in West London in keeping with the luxury, yet edgy feel of the brand. Guests had the opportunity to enjoy a live illustration with artist Sarah Smart, an up-close-and-personal opportunity to smell the scent with two Carven male models, as well as enjoying an array of handcrafted canapés and bespoke shandy style cocktails featuring ingredients to reflect the new scent. There was also a presentation on the new launch and re-launch from Agathe Mentzer, International Marketing Manager for Groupe Jacques Bogart – owners of the Carven Fragrances and Renaud Divisia, European Director.
The launch proved a great success and was attended by an array of retailers and VIP press. Launching exclusively into Selfridges in February, just in time for Valentine’s Day, the fragrances have already received complementary reviews from a number of national grooming experts and grooming bloggers alike.