Stetson Legend is aimed at a younger audience, Scent Beauty CEO Steve Mormoris told WWD.
includes notes of upcycled cedarwood, vetiver and wild desert sage. It retails for $39.99 and will debut Tuesday on Amazon, Meijer, Stetson.com and licensee Scent
“With the relaunch of Stetson with new packaging, new levels of authenticity and the campaign with Luke Grimes, we’ve seen a huge increase in sales in all points of sale,” Mormoris said. “We’re up 30 percent versus a year ago. Now, Stetson Cologne is the seventh brand in the mass market, it’s been quite successful.”
Legend’s genesis started with data and consumer testing. “We do data, we do testing. We develop the fragrances, understanding which notes reach which demographic, and then we test them,” Mormoris said. “Spirit is reaching a base with the 20- to 30-year-old.” “The consumer in the U.S. doesn’t associate the place they shop with the luxury of the brand they shop,” Mormoris said. “The mass market has never been stronger. We’re seeing strong potential in specialty retail continued, and we are seeing strong traffic.”
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