May 11, 2018 | By WGSN Insider
Get more with a WGSN membership. Click for a demo.
Mar 08, 2012
Topman launched their men’s grooming and fragrance line today. The line includes 2 Eau de Parfums, “16” and “27”, as well as hair putty, body wash, deodorant and a body spray. All body products are scented with the “27” fragrance. Rather than license out the development or work with a big fragrance company, Topman brought in fragrance expert Azzi Glasser to develop top quality scents for an affordable price ($30). 16 is crisp and cool while 27 is smoky and warm.
Here are some experts from the interview Glasser did with GQ recently:
When creating both fragrances, 16 and 27, was your primary consideration the Topman customer or pulling scents that felt fresh in the marketplace?
Azzi Glasser: My main consideration was to make sure that we could produce two unique fragrances that have the quirky, edgy style of the Topman consumer as the brand’s philosophy had to be reflected in the designs, the scents, and the packaging. The high street fragrance market remained quite bland and boring at the time so this was a perfect gap to fill by adding originality and freshness with edge that would truly standout in a congested market. Both points are extremely important to me.
In what ways do 16 and 27 differ? Do you feel they have any similarities?
Azzi Glasser: We wanted the fragrances to represent the male consumer that Topman Fashion appeals to, so it’s quite a broad market on that front. We came up with two fragrance themes: one is quite fresh, cool, creative and energetic, which is 16. [16’s] key ingredients are pepper, amber and labdanum. The other, 27, is more sexy. it’s confident, creative, warmer and stylish, and the three key ingredients in there are vetiver, sage, and cedar wood. They’re both quirky in their own right. You can wear either fragrance all day, but the idea is to have the two, mainly because for evening, guys might not to want to wear the same scent that they’ve been wearing all day, similar to the way they tend to change clothes when going out at night. Both fragrances are similar in the sense that they are both very creative and we have used high quality natural key ingredients that make the fragrance overall more premium in the marketplace.
Most guys are either putting on too much fragrance or too little – what is the right amount a guy should put on before leaving the house?
Azzi Glasser: Difficult question to answer generally, as it depends on how strong the fragrance is and what the skin DNA is like so testing on oneself is always good first. However I can say after testing on so many different guys with the two Topman fragrances no.16 and 27 – you can spray these as follows: One spray on either side of the neck, one on the chest and one on each wrist. For the evenings add a spray also to the middle and back of the neck and an extra spray on the chest. This should work perfectly.
Know what’s next. Become a WGSN member today to benefit from our daily trend intelligence, retail analytics, consumer insights and bespoke consultancy services.