Tom Ford - Tom Ford Beauty To Remain A 'Luxury' Line


Tom Ford Beauty sits ''at the pinnacle of true luxury''.

The brand - which includes fragrances Black Orchid and White Patchouli - has made over $200 million worldwide through its collaboration with Estee Lauder and while it retails at the upper end of the price market, there are no plans to lower its price points.

Fabrizio Freda, president and chief executive officer of the Lauder company explained: ''This brand sits at the pinnacle of true luxury in beauty and has huge appeal to the high-end consumers around the world.

''Tom Ford Beauty represents a true shift in the business model for fragrances as well, because it's really focusing on the high-quality, high-touch service kind of fragrance.

''We see Tom Ford as a brand that can really help us shift the business model in fragrance toward the high end and toward great fragrance that includes high quality and high service.''

In October, the designer will launch his first signature men's fragrance since 2009, Tom Ford Noir, and it is expected to produce global retail sales of $15 million in its first year.

John Demsey, group president of the Estee Lauder added that keeping costs down is not the primary concern as the company want to focus on luxury.

He explained: ''Tom Ford is a luxury brand, and our signature fragrances are prestige. Rarely do you see an edit in a line-up where price point is not the first consideration.

''[The focus of the Ford brand is not price point but] what's being sold and the quality and what it looks like.''


Tags: Tom Ford - Estee Lauder - John Demsey


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