For its newest fragrance collection, Mercedes-Benz looked to its roots.
Called Land, Sea and Air, respectively, the three-fragrance men’s range was inspired by the German luxury brand’s own signature star, which features three points, each signifying an element — and domain — and the brand aims to bring its engines.
Retailing for $115 each, the fragrances are available direct-to-consumer and at Dillard’s, and will roll out to Belk later this year. Globally, the collection is expected to enter more than 20,000 doors.
“When we started to work on this project, the objective was to give a new start to Mercedes-Benz’s perfumes range in a unique and unexpected manner,” said Magalie Chauvin, international marketing director at INCC Parfums, the licensor for Mercedes-Benz fragrances.
“For us, this collection is an elevated play — it fills a gap for rising [consumer] consciousness about sustainability and fragrance,” added Crystal Wood, chief marketing officer and chief operating officer of distribution group The PCA Group of Companies.
To that end, the collection marks the first time Mercedes-Benz fragrances are encased in recycled glass bottles and feature aluminum caps; the outer packaging is made of algae-derived biodegradable paper. “Fragrance guests want to smell good and feel good, but they also want to do good,” Wood said.
Mercedes-Benz estimates the trio, which was crafted by IFF master perfumer and 2023 Fragrance Foundation Lifetime Achievement Perfumer honoree Anne Flipo, could do 25 million euros in global retail sales during its first year on the market.
“Our top market is the U.S., then Korea and then Europe, with our partner and key retailer in Germany, Douglass,” said Chauvin, adding the brand is targeting a foray into travel retail in 2025.
The Land fragrance features notes of cocoa shell, tonka bean and patchouli, while Sea includes violet leaf, tangerine and seaweed and Air combines armoise oil, citrus notes and turmeric leaf.
“To me, one of the innovations of this trilogy of perfumes is the concept of layering,” said Flipo. “Just as the elements complement each other to be as one, the three fragrances had to be able to live together and above all, form a coherent whole.”