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Commodity Headquarters: Los Angeles (design); New York (production, distribution); London (administration) Launch date: March 2015 (retail) Price: EdP $24 (10ml) - $99 (100ml) Commodity is a fragrance brand made up of single note scents that consumers can wear ‘neat’ or combined to create a personalized ‘scent cocktail’. The brand’s core offer is a Try At Home Fitting Kit comprising 10 mini scents. Why it’s interesting: “With Commodity, the experience you take away is something unique to you, something of your own creation. You create your own commodity, then share that experience on social media with your friends through #commoditygoods,” says ceo Ash Huzenlaub. The brand’s signature Try At Home Fitting Kit is designed to let users try its complete 10-sku fragrance line at home at their own pace, before selecting a full-size bottle. The range is divided into two collections: The Black Collection offers fve moody and intense fragrances, and the White Collection comprises fve bright and airy EdPs. Strategy & upcoming plans: Initially conceived for the online channel, Commodity started out with crowdfunding platform Kickstarter in 2013, where it caught the attention of LVMH’s Sephora. The brand launched in 125 Sephora doors in the US and Canada in March this year. For brick-and-mortar doors, the brand has introduced interactive Mix Bars where consumers can mix their own scent. “Commodity’s raison d’être revolves around defning and investing in ways to make fragrance selling an educated process, whether it be the online-based Try At Home Fitting Kit model that we created or our interactive Mix Bars in Sephora stores,” says Huzenlaub. Unapologetic Luxury Headquarters: Barcelona, Spain Launch date: 2015 Price: €600 Unapologetic Luxury is a skincare brand debuting with one product called Soberbia with a luxury positioning, which it says informs all its elements, from the ingredients and the formula to the packaging. Why it’s interesting: The brand’s frst product, Soberbia is a multifunctional anti-aging elixir featuring ingredients sourced from around the world, including cow zhang mushroom from Taiwan, argan oil from Morocco and caviar from Iran. The formula also contains cutting-edge designer molecules and a unique emulsifer formula based on beeswax and jojoba, says the company. It is presented in a container made from African bubinga wood, decorated in 24-carat gold. “The aim is to surprise the market with the excellence of the best-possible quality and new concepts, such as ingredients never used in cosmetics like the cow zhang mushroom, or the packaging,” says brand founder and ceo Ivan Grau. The brand is also publishing a book about the Soberbia product. Strategy & upcoming plans: The brand is targeting select boutiques, perfumeries and luxury distributors and it has contacted partners in the Middle East and Russia. New creations are also in the works, including an elixir product based on foral essences due next year, confrms Grau. n n n November-December 2015 - N°24 - BW Confidential 111