Todd Oldham by Todd Oldham c1995

Todd Oldham, the fashion designer, launched his fragrance "Todd Oldham" in March 1995, in collaboration with Parlux Fragrances. The scent was crafted by the perfumers at Florasynth. It was an exciting venture for Oldham, extending his creative vision beyond fashion into the realm of fragrance.

Florasynth is a fragrance company that specializes in creating aromatic compounds and scents for use in perfumes, cosmetics, and other products. They employ perfumers who are skilled in blending various ingredients to produce unique and appealing fragrances. In the case of Todd Oldham's perfume, Florasynth's perfumers were responsible for crafting the scent according to Oldham's vision and specifications. They are known for their expertise in the field of fragrance composition.
The fragrance was launched in Oldham's Wooster Street boutique on March 1, 1996. Then in late March of 1995 at 27 doors of Neiman Marcus department stores then rolled out to 62 Nordstrom doors along with Henri Bendel. The plan was to have the scent stocked in around 600 doors by September 1995. The fragrance was introduced to 20 to 25 international markets, primarily in Europe and Central America starting in 1996.

It seems like the launch strategy for Todd Oldham's fragrance was quite ambitious, with a gradual rollout to various high-end retail locations both domestically and internationally. Launching first in Oldham's boutique on March 1, 1996, followed by selective placement in Neiman Marcus and later Nordstrom doors, demonstrates a strategic approach to distribution. Expanding to international markets, primarily in Europe and Central America, in 1996 further broadened the reach of the fragrance, allowing Oldham to establish a global presence in the fragrance market.

Oldham told WWD that "having a free 20 minutes is a luxury to me, but I'm very psyched to be doing this. Fragrance is the only thing I do that I actually get to enjoy myself."

Todd Oldham's enthusiasm for his fragrance venture is evident in his statement to WWD. Despite his busy schedule, he expressed excitement about the opportunity to create and enjoy the process of developing a fragrance. It seems like fragrance creation was a unique and enjoyable endeavor for him, perhaps offering a different kind of creative outlet compared to his other work in fashion design. His passion for the project likely contributed to the success of the Todd Oldham fragrance.

Readers may remember seeing the designer on MTV's show, House of Style, along with the always beautiful Cindy Crawford. For his fragrance launch, the designer's marketing division chose to go with the youth oriented advertising campaigns, such as the magazine Paper, plus the higher fashion tomes of Harper's Bazaar, Elle, W. and Vogue. In all, the ad campaign cost around $2.2 million dollars and was set to run until December 1995. 

Parlux projected sales of the Oldham fragrance to be abot $5 million at the wholesale level for the year of 1995. Confident in his licensing arrangement, Oldham told WWD that, "I liked the coziness of Parlux. And they also can give me the luxury of time. They're taking it slow and casual, and that's what I'm all about." 

The marketing strategy for Todd Oldham's fragrance launch seems to have been carefully crafted to target a youthful demographic while also appealing to high-fashion audiences. Leveraging Oldham's visibility from appearances on MTV's "House of Style" alongside supermodel Cindy Crawford would undoubtedly have garnered attention from a younger audience. Additionally, the decision to advertise in magazines like Paper, Harper's Bazaar, Elle, W., and Vogue suggests a focus on reaching both fashion-forward and mainstream consumers.

With an estimated advertising budget of $2.2 million, the campaign was evidently well-funded and extensive, aiming to make a significant impact in the market. By utilizing a diverse range of advertising channels and publications, the campaign likely aimed to maximize exposure and generate interest from various segments of the target audience. Running until December 1995 ensured a sustained presence in the media, potentially helping to establish the Todd Oldham fragrance as a notable contender in the competitive fragrance market.

Fragrance Composition:

 

So what does it smell like? it is classified as an oriental fragrance for women. 

• Top notes: bergamot, cucumber, kiwi, mandarin orange and peach
• Middle notes: jasmine, cinnamon, rose and lilac
• Base notes: cedar, incense, musk, sandalwood, patchouli, amber and benzoin

The Todd Oldham fragrance, classified as an oriental fragrance for women, presents a rich and complex scent profile with a blend of various notes that create a memorable olfactory experience.

At the top, you encounter a refreshing burst of citrus and fruity notes, including bergamot, mandarin orange, and peach, along with the crispness of cucumber and the exotic sweetness of kiwi.

In the heart of the fragrance, floral accords take center stage, with jasmine, rose, and lilac adding a delicate yet captivating floral aroma, while cinnamon contributes a hint of warmth and spice.

As the fragrance settles, the base notes provide depth and sensuality, with woody and resinous elements like cedar, sandalwood, and incense mingling with the earthiness of patchouli. Musk and amber add a touch of warmth and sweetness, while benzoin lends a comforting vanilla-like scent.

Overall, the Todd Oldham fragrance offers a harmonious blend of fruity, floral, and oriental notes, creating a scent that is both sophisticated and alluring, perfect for the confident and modern woman.

Oldham said that he also lent his hand to the creation of the scent, which he said was inspired by his love for Yves Saint Laurent's Opium and the exquisite creations by Jean Laporte of L'Artisan Parfumeur and Maitre Parfumeur et Gantier fame. "I wanted a paradox, which is what we represent, right now we mean something to the extravagant consumer, but also to the kids. So we're hard to define," he said to WWD. "The fragrance is like that because it has the vegetable notes, like cucumber, so it starts out crisp. But then it dries down to incense and sandalwood. I was intrigued by the idea of a linear fragrance - it really changes over time," he added.

Todd Oldham's involvement in the creation of the fragrance adds a personal touch and insight into its development process. Inspired by his admiration for iconic scents like Yves Saint Laurent's Opium and the craftsmanship of perfumers such as Jean Laporte from L'Artisan Parfumeur and Maitre Parfumeur et Gantier, Oldham sought to create a fragrance that captured the essence of his brand's eclectic appeal.

The fragrance's composition reflects Oldham's desire for a paradoxical scent that could appeal to both extravagant consumers and younger audiences, mirroring the diverse nature of his brand. By incorporating contrasting elements such as crisp vegetable notes like cucumber alongside rich and exotic ingredients like incense and sandalwood, the fragrance evolves over time, offering a unique olfactory journey from its fresh opening to its warm and sensual dry-down.

Oldham's fascination with the concept of a linear fragrance, one that changes and develops on the skin, adds an intriguing dimension to the scent experience. This attention to detail and innovation in fragrance composition aligns with Oldham's reputation for creativity and experimentation in the world of fashion and design.

Bottle:

The Oldham signature fragrance is housed inside of a cut crystal bottle with a crown as the stopper. The designed claimed he himself came up with the bottle design. In an interview with WWD, Oldham said "The bottles are based on a classic diamond cut. The crown doesn't really mean anything - it's just been my logo for years. I also thought it was important not to have my name on it. Why would a woman want to keep seeing my name on her bureau?"

The description of the bottle evokes a sense of luxury and elegance, befitting the essence of the scent it contains. Housed in a cut crystal bottle with a crown serving as the stopper, the design exudes sophistication and refinement.

Oldham's personal involvement in the design process adds a unique touch to the bottle, reflecting his creative vision and attention to detail. The choice of a classic diamond-cut pattern speaks to timeless beauty and craftsmanship, enhancing the overall aesthetic appeal of the packaging.

Oldham's decision not to prominently display his name on the bottle demonstrates a thoughtful approach to branding. By opting for a discreet logo placement, he allows the fragrance itself to take center stage, emphasizing the experience of wearing the scent rather than promoting his own name.

That being said, the design of the Todd Oldham signature fragrance bottle reflects a blend of tradition and modernity, offering a visually stunning vessel for a captivating scent experience.

"Todd Oldham Parfum - Todd Oldham's signature fragrance mysteriously comes alive, capturing the wearer with its intense hypnotic appeal." The Eau de Parfum miniature originally retailed for $15.00.

The description of Todd Oldham Parfum paints a vivid picture of its allure and captivating nature. With its intense and hypnotic appeal, it seems to promise an experience that's both intriguing and mesmerizing.

The availability of an Eau de Parfum miniature for $15.00 suggests accessibility, allowing individuals to sample the fragrance without committing to a full-size bottle. This pricing strategy likely aimed to attract a wide range of consumers, from dedicated fans of Todd Oldham's brand to those curious about the fragrance's hypnotic allure. The description hints at a scent that's not only distinctive but also affordable, inviting everyone to experience its mysterious charm.

The Todd Oldham fragrance line offered a range of products to cater to different preferences and needs of consumers. Here's a summary of the products available along with their respective sizes and retail prices:

• 1 oz Parfum - Retail Price: $250
• 4.2 oz Eau de Parfum Spray - Retail Price: $75
• 2.5 oz Eau de Parfum Spray - Retail Price: $50
• 1 oz Eau de Parfum Spray - Retail Price: $29
• 4.2 oz Eau de Parfum Splash - Retail Price: $72.50
• 2.5 oz Eau de Parfum Splash - Retail Price: $47.50
• 6.7 oz Body Cream - Retail Price: $60

This diverse range of products provided options for consumers to experience the Todd Oldham fragrance in various formats, from concentrated parfum to lighter sprays and indulgent body creams, catering to different preferences and usage occasions.

Fate of the Fragrance:

It's unfortunate that Todd Oldham's fragrance line didn't achieve the lasting success he had hoped for. Sometimes, despite careful planning and efforts, certain products may not resonate with consumers as expected, leading to discontinuation. While the exact date of discontinuation may not be readily available, it's not uncommon for fragrances to be discontinued due to various factors such as changing consumer preferences, market dynamics, or strategic decisions by the brand.

Despite its discontinuation, the Todd Oldham fragrance remains a notable part of his creative legacy, showcasing his foray into the world of fragrance and his commitment to offering unique and innovative products to consumers.

CLICK HERE TO FIND TODD OLDHAM PERFUME