Innovation meets inspiration at Tribeca’s first fragrance house
When Arrojo Product went looking for a fragrance house to match the new product lines’ own commitment to luxury and performance, drom were the one to exceed all expectations. The perfumery has creativity, open-mindedness and teamwork to match that at Arrojo, while possessing their own unique commitment to make every fragrance deal with emotions, imagination, memories and fantasy. Values perfectly reflected in drom’s “created in 10013” label – the name given to their stunning new location in the heart of Tribeca.
The street level studio has 15 ft windows, allowing drom to see – and beseen by – those who will ultimately wear their fragrances, the consumer.Inside, “10013” just gets better. A glass vestibule, with projected images ofinspiration on the left hand wall, create a defining introduction to the studio’swood, glass and white open plan layout. No blocked walls or doors tointerrupt the flow of ideas – everything is transparent – ergo the philosophyof the company.That philosophy sees the studio’s warm inventive spirit support a freeexchange of ideas between perfumers, evaluation and marketing. A freedompassed directly to the client with the signature wave-shaped 35ft “perfumer’sbar” – interactive workstations where clients work with the perfumersthroughout the creative process.It’s here that the Arrojo Product fragrance was developed, and on a recentvisit, we asked drom’s Key Account Manager, Andy O’Shea, just howimportant the right fragrance is for a hair product. “Everyone pops the cap and smells before they buy, and while the performance benefits of the product might take a while to kick in, you are immediately hit with the fragrance – so it must convey that feeling of qualityand performance. But the most significant thing is scent subconsciouslyrelates to memory – and a comfort smell will trigger a good memory. That’swhy anything scented with apple pie or vanilla will always be a winner – theytrigger happy memories for almost everybody.” Insightful and interesting yes, but why then did he spend so long developingthe rhubarb and berry musk fragrances for Arrojo Product. “My job is to interpret brand identity, and the level of performance desired inthe product, before relating that back to the perfumers so they can recreateit in the scent. With Arrojo, we wanted to reflect the top-end positioning anduniqueness of the brand. To give a feeling for the high quality experience ofthe salon, so when a customer smells the product they have subconsciously“arrived” at Arrojo. Then we started thinking of making a fun play on Nick’sEnglish heritage; we introduced classic English fruits – rhubarb and berrymusk – into one of our creative sessions, and they were an immediate hit. We’d found the essence of Arrojo, and from there it was just a matter ofrefining the formula so it’d be stable with all the other product benefits.” It says everything about the way drom work that they have taken no financialreward from the first Arrojo Product order – they’ll only make gains if, andwhen, the order is repeated. This means drom are as much interested in thesuccess of the product as Arrojo, and shows a belief in, and a commitmentto, its second phase development – unique business practice for a fragrancehouse in the city. This has helped build bonds of friendship, as well asbusiness, between the two companies, which now see the two teaming upfor the much anticipated Arrojo Product launch.The launch, to be held at drom’s wonderful Tribeca studio, will be a massive media event, with friends of drom and Arrojo invited to attend. And withrhubarb and berry cocktails on the menu, expect the biggest hair productparty of 2007 to be “created in 10013”.”