Listen by Herb Alpert c1988

"Listen" is a fragrance by Herb Alpert, the renowned musician and bandleader. Launched in 1988, it marked Alpert's venture into the world of perfumery. The fragrance was a reflection of his artistic sensibilities and sought to capture the essence of his music in olfactory form.

"Listen" was crafted to evoke a sense of sophistication and allure, much like Alpert's smooth jazz compositions. The scent composition likely blended a variety of notes to create a harmonious and memorable fragrance experience. Given Alpert's knack for creating smooth melodies, one might imagine that "Listen" aimed for a similar smoothness and elegance in its scent profile.

In 1986, Herb Alpert ventured into the fragrance industry with the establishment of H. Alpert and Co. This short-lived perfume company aimed to bring a touch of sophistication and luxury to consumers, selling its fragrances through esteemed retailers like Nordstrom and Macy's. With a keen eye for quality and a desire to create scents that resonated with his artistic vision, Alpert launched the company with two distinct fragrances: Listen, tailored for women, and Listen for Men.

The branding of Herb Alpert's Listen fragrance cleverly capitalized on his illustrious career as a musician. The advertisement slogan, "Once in a great while there comes a fragrance that hits the perfect note. All you have to do is listen," played on Alpert's fame and the universal appeal of music. By drawing parallels between music and fragrance, the campaign sought to evoke a sense of harmony and elegance.

Alpert himself recognized the intimate connection between music and scent, highlighting the importance of hitting the right "note" in both realms. In interviews, he humorously remarked on the similarities between unpleasant fragrances and poorly composed music, emphasizing the need for balance and subtlety in both art forms.

An Inspiration:

Reflecting on his own experiences, Alpert recalled moments when overpowering fragrances lingered uncomfortably after encounters, underscoring the importance of a well-crafted scent that leaves a lasting, positive impression. With Listen, Alpert aimed to offer a fragrance experience that resonated with his audience, capturing the essence of his musical style and personal taste. Though H. Alpert and Co. may have been short-lived, the legacy of Listen endures as a testament to Alpert's creative vision and innovative spirit in both music and fragrance.

Herb Alpert`s press release explains his entrée into the world of perfume this way: "I was tired of being attacked in elevators by pungent fragrances. About three years ago I was hugged by a woman who was wearing a very strong fragrance. To me, the scent was too sweet, biting and offensive. It lingered on my suit, face and hair and I couldn't get it off for the rest of the day! I thought this is silly. Maybe it's time to come up with something softer and easier to be around. I should do my own fragrance. It was at that moment the seed was planted. Probably to outdo hers."

Later on, he`s quoted as saying, "Fragrances are very important to people. They're very romantic and memorable. Now and then I pass by someone with a fragrance that reminds me of a girl I used to date in high school. When you get the first hit of the fragrance, that's the knockout punch, it`s like a great sound you want to hear over and over again."

Making Scents:

Herb Alpert's journey into the world of fragrance began in his own home, where he transformed his bathroom into a makeshift laboratory for experimentation. Mixing various bottles of perfume and cologne, he sought to create a unique scent that resonated with his personal taste and style. Reflecting on this process, Alpert humorously referred to his bathroom as his "chemistry lab at home," where he tirelessly blended popular fragrances such as musk, Chanel, and Old Spice in pursuit of an enticing concoction.

Despite encountering numerous challenges, including foggy results and unsuccessful attempts at creating a unisex fragrance, Alpert remained determined to craft a scent that was both enjoyable and wearable. His initial aspiration was to develop a unisex fragrance, envisioning a scent that transcended gender boundaries and appealed to a wide audience. However, his efforts to bring this vision to fruition were met with setbacks, as the synthesized version of his fragrance failed to capture the essence of his original creation.

Disheartened by the limitations of the lab's attempts to replicate his fragrance, Alpert ultimately abandoned the idea of a unisex scent and put the project on hold. While the road to creating his own fragrance proved challenging, Alpert's passion for experimentation and his unwavering commitment to quality drove him to continue his pursuit of the perfect scent. This early setback ultimately paved the way for the development of Listen, a fragrance that would embody Alpert's distinctive style and leave a lasting impression on the world of perfumery.

Herb Alpert's perspective on fragrances as akin to beautiful songs reflects his deep appreciation for both music and scent, seeing them as timeless creations that can evoke emotions and memories for years to come. He admired fragrances like Joy and L'Air du Temps for their enduring appeal, likening them to perennial classics in the world of perfumery. With a touch of humor, Alpert expressed his willingness to compose a song for Chanel No.5 if the price was right, highlighting his playful approach to the intersection of music and fragrance.

Alpert's partnership with Miriam Novalle, whom he met while working on a music video in New York, marked a pivotal moment in his fragrance journey. Novalle, a self-taught expert in perfumery, impressed Alpert with her background in owning a custom fragrance boutique on Martha's Vineyard. Inspired by her expertise and passion for scent, Alpert recognized the potential for collaboration, expressing his desire to venture into the fragrance industry if they could create something truly magical.

Their partnership blossomed as they exchanged ideas and worked together to bring Alpert's vision to life. With a clear vision in mind, Alpert sought to develop a floral scent that exuded elegance and positivity, steering clear of the overwhelming and ubiquitous fragrances that lingered uncomfortably in enclosed spaces like elevators. His aspiration was to create a fragrance that left a lasting, positive impression, steering away from the overpowering nature of some popular scents like Giorgio.

Together, Alpert and Novalle embarked on the journey of establishing H. Alpert & Co., leveraging their combined expertise and creative vision to craft a fragrance that would stand out in a crowded market. With a focus on quality, elegance, and positivity, they set out to create a scent that would resonate with consumers and leave a lasting legacy in the world of perfumery.

Herb Alpert's exploration of the fragrance industry led him to New York, where he engaged in discussions with executives from various perfume companies. He was struck by the similarities between the language and processes of the fragrance world and those of the music industry, finding a common thread in their shared jargon. After a thorough search, he finally encountered a fragrance that resonated deeply with him, marking a pivotal moment in his quest to create a signature scent.

Miriam Novalle, Alpert's partner in this venture, played a crucial role in the creative process. She proposed a brilliant idea to infuse Alpert's music into the fragrance creation process, enhancing the synergy between scent and sound. Together, they approached Roure, Inc., one of the industry's leading perfumers, with their innovative concept for a new women's fragrance.

At Roure, Inc., Alpert and Novalle requested that the perfumers listen to Alpert's music while formulating the scent for Listen. Starting from Alpert's Tijuana Brass days and spanning through his musical evolution, the perfumers immersed themselves in his albums through headphones as they worked on the fragrance formula. This unique approach, conceived by Novalle, proved to be a stroke of genius, infusing the fragrance creation process with a deeper connection to Alpert's artistic legacy.

By intertwining music and fragrance in this innovative manner, Alpert and Novalle aimed to capture the essence of Alpert's musical journey and translate it into a captivating olfactory experience. This collaboration between music and scent not only enriched the creative process but also imbued Listen with a distinctive identity that resonated with Alpert's fans and fragrance enthusiasts alike.

A Scent is Born:

The development of Listen, Herb Alpert's signature fragrance, was a meticulous and collaborative process that drew inspiration from the world of music. Rather than conventional numerical titles, the fragrance's working titles—such as "Brass," "Flute," "Trumpet," and "Cello"—reflected Alpert's musical background and served as guiding motifs throughout the creative journey.

Alpert's involvement in every aspect of the fragrance's development underscored his commitment to ensuring that Listen embodied his artistic vision. Drawing parallels between fragrance and music, he provided the perfumers with a vivid description of the sonic atmosphere he sought to emulate, evoking the distinctive personality of a Frank Sinatra record surrounded by complementary instrumental elements. This analogy sparked a creative synergy with Roure, Inc., leading to further insights and innovations in the fragrance's composition.

Jim Bell, who collaborated closely with Alpert on the creation of Listen, brought his own expertise to the table, having spent five years experimenting with fragrance formulas in his home laboratory. This dedication to craftsmanship and curiosity laid the groundwork for the final formula of Listen, ensuring that each note was meticulously blended to achieve a harmonious and evocative olfactory experience.

Alpert's satisfaction with the result of their collaboration was palpable, as he expressed how Listen possessed its own distinct identity and sensory allure. To him, the fragrance evoked romantic, sensual memories and exuded a vibrant, lyrical quality reminiscent of a beloved song. Embracing Listen as a woman's fragrance from a man's perspective, Alpert encapsulated his vision for a scent that was not only captivating but also resonated deeply with the essence of romance and beauty. Through Listen, Alpert's passion for music and fragrance converged, creating an enduring legacy that continues to captivate and inspire.

Herb Alpert's venture into the world of fragrance was driven by his desire to explore another artistic realm, viewing perfume creation as an extension of his musical endeavors. According to Tom Virtue, the president of Roure, Alpert's ambition to create a fragrance stemmed from his belief that it offered a unique opportunity to express himself artistically. Alpert envisioned a fragrance with a captivating top note, likening it to a high floral pitch in music—a defining element that would set the tone for the olfactory experience.

As Alpert delved deeper into the perfume industry, he discovered a surprising overlap between the language of fragrance and music. Perfumers communicated using terms familiar to him from his musical background, such as high end, low end, top note, attack, opening note, mid-range, bass, and treble. This shared vocabulary allowed Alpert to effectively convey his vision to perfumers, facilitating collaboration and creative expression.

Despite these parallels, Alpert acknowledged that the perfume business presented its own set of challenges distinct from those of the music industry. While both fields required creativity, passion, and attention to detail, navigating the complexities of fragrance formulation, marketing, and distribution posed unique obstacles. Alpert's foray into perfume highlighted the intricacies of this art form and underscored the importance of perseverance and adaptability in pursuing creative endeavors across diverse disciplines.

A Challenge:

Herb Alpert's approach to entering the fragrance business was rooted in a genuine desire to create something of lasting value, rather than simply capitalizing on his celebrity status. He expressed frustration with the trend of celebrities lending their names to fragrances without meaningful involvement in the creative process, emphasizing his commitment to ensuring that Listen stood out for its quality and craftsmanship.

Alpert mentioned that cosmetics companies don't just package a good product like an album, "they ram it down your throat...the smell is not that important." Although Alpert said that "I'm not looking at it as celebrity just using his name. I think of it as a wonderful song that will linger on. I think of placing 100% of the importance on the fragrance itself. It bothers me that all these celebrities are doing these perfumes. I don't think it's fair. I think they're just lending their name to it and they're really not involved in the perfume at all, although I think Cher is probably the exception to that rule. I don't want to be just another celebrity lending his name to a fragrance. I'm not going to be going out there doing major promotion. I'm not endorsing it; I'm part of the company. I'm going to play businessman and let "Listen" survive on its own merits."

Alpert was determined to focus on the fragrance itself, placing 100% of the importance on its composition and scent profile. He rejected the notion of excessive promotion and celebrity endorsements, opting instead to let Listen speak for itself based on its own merits. By taking on an active role in the company rather than simply serving as a figurehead, Alpert aimed to ensure that Listen would be recognized for its authenticity and artistic integrity.

His decision to enter the fragrance business was driven by a passion for creativity and a desire to explore new artistic avenues. Alpert emphasized that financial gain was not his primary motivation, but rather the excitement of embarking on a creative endeavor. For him, the opportunity to engage the right side of his brain and pursue projects that were personally fulfilling held greater significance than monetary rewards."I got into it for the excitement. I think that it's possible for people who live out of the right side of their brain...if the dollar isn't the goal...it's just about doing nice and creative things."

In essence, Alpert's involvement in the fragrance industry reflected his belief in the power of creativity to enrich lives and create meaningful experiences. By prioritizing quality over celebrity endorsements and approaching the venture with passion and integrity, he sought to establish Listen as a fragrance that would endure based on its inherent value and artistic merit.

Such A Tease:

Herb Alpert's involvement in the promotion of his fragrance extended to composing and performing the score for the television commercials. While the commercials prominently featured his silhouette playing the trumpet, Alpert's name was not directly mentioned, with the focus instead placed on H. Alpert & Co. However, his playful sense of humor shone through as he joked about his appearance in the ad, quipping, "It's not really me. It's Chuck Mangione - just kidding."

The television commercial itself was a departure from traditional fragrance advertisements, featuring a futuristic and visually captivating concept. In the ad, women clad in sleek silver suits come together to form the shape of the perfume bottle as it emerges from Alpert's trumpet. This imaginative representation symbolized the harmonious fusion of music and fragrance, capturing the essence of Alpert's creative vision.

As the women transform into musical notes, they evoke the ephemeral nature of scent, symbolizing how fragrances can transport one's senses before dissipating into the air. This unconventional and artistic approach to advertising set Alpert's fragrance apart from its competitors, captivating audiences with its visually striking imagery and evocative soundtrack composed by Alpert himself.

By infusing his personal touch into every aspect of the advertising campaign, from the composition of the music to his playful cameo, Alpert ensured that his fragrance stood out as a unique and memorable olfactory experience, resonating with consumers who appreciated creativity and originality.

Herb Alpert embarked on a nationwide tour to personally introduce the public to his fragrance, Listen. This tour included stops at various department stores across the country, where Alpert engaged with both store personnel and customers to promote his fragrance. The tour kicked off with intimate receptions for the store's salespeople, allowing Alpert to share his vision for Listen and provide insights into its creation.

During these events, Alpert also took the time to meet with customers, signing their bottles of Listen and forging personal connections with those who appreciated his artistry. His hands-on approach to promotion underscored his dedication to ensuring that Listen received the attention and recognition it deserved.

In anticipation of the fragrance's launch, department stores underwent elaborate transformations to showcase Listen in all its glory. From redecorating store interiors to dedicating window displays to the fragrance, retailers spared no expense in promoting Alpert's creation. Iconic establishments like Macy's embraced the fragrance with enthusiasm, replacing their landmark awnings with ones bearing the name "Listen" and adorning store interiors with themed decor.

One notable example of Macy's dedication to promoting Listen was the installation of a roll of carpet featuring the perfume's name, stretching from the front door to the back of the store. Additionally, every column and pedestal within the store was adorned with a white neon trumpet—a striking visual homage to Alpert's musical legacy and the essence of Listen.

The magnitude of the promotional efforts surrounding Listen rivaled that of other notable fragrance launches, such as Cher's Uninhibited in 1987, highlighting the significance of Alpert's entry into the perfume industry and the anticipation surrounding his fragrance debut. Through these meticulously orchestrated events and promotions, Alpert succeeded in captivating audiences and solidifying Listen's status as a must-have fragrance for discerning consumers.

Listen Carefully:

Herb Alpert's introduction of his fragrance for women at a concert at the Hollywood Bowl in August of 1988 was a carefully orchestrated event that combined the elements of music and scent to create a memorable experience for attendees. Each woman in the audience was greeted with a gesture of appreciation—a long-stemmed red rose and a small folded card. The card, saturated with the fragrance of Alpert's new creation, bore the message: "The scent of music is in your hands," along with a tantalizing teaser about the forthcoming fragrance from H. Alpert & Co.

The aroma of the scented cards lingered long after the concert had ended, with some women reporting that the fragrance could still be detected from several feet away even more than a week later. This clever marketing tactic not only provided concertgoers with a preview of the fragrance but also generated anticipation and intrigue surrounding its release.

To capitalize on this interest, the card included a phone number for attendees to call for more information about the perfume. However, since the fragrances were not yet available for purchase, operators took down the names and addresses of interested customers, promising to send out information packets once the product became available.

This innovative marketing approach demonstrated Alpert's creativity and commitment to engaging his audience in a multisensory experience. By intertwining the worlds of music and fragrance, he created a buzz around his new fragrance that extended beyond the concert venue, laying the groundwork for a successful launch in the months to come.

The Launch:

Herb Alpert's formal introduction of his fragrance took place at a glamorous event held at A&M Studios in Los Angeles in December 1988. The party, hosted at the iconic recording studio co-founded by Alpert himself, exuded sophistication and style, setting the stage for the unveiling of his much-anticipated fragrance.

The event, attended by an array of celebrities, influencers, and industry insiders, showcased Alpert's fragrance in an elegant and exclusive setting. Guests were treated to a sensory experience that combined music, fragrance, and luxury, reflecting Alpert's multifaceted artistic vision.

Against the backdrop of A&M Studios, where Alpert had made countless musical contributions over the years, attendees were introduced to the essence of Listen—a fragrance that embodied Alpert's distinctive style and sophistication. The launch party provided an opportunity for guests to experience the fragrance firsthand, immersing themselves in its captivating aroma and appreciating its unique blend of notes.

With its star-studded guest list and opulent surroundings, the event epitomized the glamour and allure of Hollywood, serving as a fitting introduction to Alpert's foray into the world of perfumery. By unveiling his fragrance at A&M Studios, Alpert paid homage to his musical legacy while embarking on a new chapter in his artistic journey—one that would leave a lasting impression on the world of fragrance.

The Initiative:

In 1990, Herb Alpert, in collaboration with the American Forestry Association, launched an innovative initiative called Listen/Global Releaf, aimed at reforesting the planet and promoting environmental stewardship. As part of this initiative, consumers who purchased a gift bottle of Listen were given the opportunity to contribute to reforestation efforts with minimal effort.

For every gift bottle of Listen purchased, consumers had the option to have a tree planted in their friend's name. This eco-friendly gesture not only allowed individuals to gift a luxurious fragrance but also made a meaningful impact on the environment. To participate, shoppers simply filled out a card provided with their Listen product and sent it back to H. Alpert & Co.

Each returned card represented a commitment to planting a tree, with the ultimate goal of planting 100 million trees by 1992. The Listen/Global Releaf project aimed to address various environmental concerns, including the greenhouse effect, by increasing the planet's tree cover. Experts involved in the project emphasized the significant benefits of reforestation, such as reducing the need for air conditioning and heating, as well as replenishing forests that had suffered losses due to factors like fire and drought.

By encouraging consumers to take part in reforestation efforts through their purchases, Listen/Global Releaf not only promoted environmental awareness but also empowered individuals to make a positive impact on the world around them. Herb Alpert's commitment to environmental sustainability and social responsibility was evident in this groundbreaking initiative, which demonstrated the potential for businesses to effect meaningful change through collaboration and innovation.

Fragrance Composition:

So what does it smell like? It is classified as a fruity floral chypre fragrance for women.  

• Top notes: marigold, ylang ylang, lily of the valley, geranium, tangerine, bergamot, peach, melon, neroli, coriander, grapefruit
• Middle Notes: gardenia, rose, jasmine, hyacinth, eucalyptus, violet, lilac
• Base Notes: oakmoss, musk, vetiver, patchouli, sandalwood

Listen by Herb Alpert is a fragrance brimming with vibrancy and originality. It orchestrates a delightful symphony of florals, spices, and woods, creating a harmonious blend that is both refreshing and alluring.

At the forefront, delicate notes of lily of the valley intertwine with the zesty essence of lemon and bergamot, infusing the scent with a lively and invigorating quality. As the fragrance unfolds, warm, woody tones emerge, adding depth and richness to the composition.

The heart of Listen reveals a bouquet of floral notes, including gardenia, rose, jasmine, and lilac, which imbue the scent with elegance and femininity. These floral accords are complemented by hints of eucalyptus and violet, adding an intriguing and nuanced dimension to the fragrance.

In the base, the fragrance settles into a seductive musky accord, underscored by earthy notes of oakmoss, musk, vetiver, patchouli, and sandalwood. This lingering, whisper-soft finish leaves a lasting impression, enveloping the wearer in a sense of warmth and sensuality.

Altogether, Listen is a sophisticated and versatile fragrance that captivates the senses with its intricate blend of notes, making it the perfect choice for those who seek a scent that is both timeless and modern.

Bottle:

The iconic bottle of Listen, designed by Pierre Dinand in 1988, resembled the bell of a trumpet, reflecting Herb Alpert's musical background. Manufactured by Verreries Brosse and Pochet et du Courval, with plastic components from Auriplast, the original bottle featured glass construction with silvertone metal accents and a frosted plastic cap.

Listen was available in various sizes and formats, catering to different preferences and needs:

• 1/4 oz refillable parfum purse spray
• 1/2 oz Parfum Splash
• 1.7 oz Eau de Parfum Splash
• 1.7 oz Eau de Parfum Spray
• 3.4 oz Eau de Parfum Spray
• Soap

Fate of the Fragrance:

After its initial release, Listen faced challenges in the market and was considered a commercial failure. However, in the early 1990s, the fragrance underwent a reformulation in an attempt to revitalize its appeal. Along with the reformulation came a redesign of the bottle, transitioning to an all-glass version for a more refined aesthetic.

Despite these efforts, Listen continued to struggle to gain traction in the competitive fragrance industry. As a result, the perfume was ultimately discontinued around 1994-1995, marking the end of its brief but memorable presence in the market. Despite its discontinuation, Listen remains a nostalgic memory for those who experienced its unique blend of scents and its association with Herb Alpert's musical legacy.