Beach House Group, a Los Angeles-based incubator, is shifting its focus from celebrity-fronted projects to a new venture in the world of fragrances. The incubator's new brand, Noyz, is a vegan, unisex line that aims to evoke emotions and tell stories through its scents. According to founder Kristen Neff, the inspiration behind Noyz comes from a range of sources, from literal images to more emblematic concepts.
For example, the salted fig-infused fragrance was inspired by a mood board featuring an assortment of imagery that evoked a "trippy, almost doomsday kind of lost feeling." Neff explains, "Our process was very much, 'OK, what is the storytelling moment here? Does it have legs? Is it something we can go out and tell a fun... meaningful story about that people can relate to?'" Noyz is more than just a collection of fragrances; it's a curated olfactive anthology designed to celebrate authenticity and individuality.
As stated by creative director Marie Epinette, "This collection is not just an assortment of fragrances; it is a curated olfactive anthology designed to celebrate authenticity and individuality." Noyz is set to be released in the US on June 23, "becoming the first fragrance brand to roll out to all Ulta Beauty doors." The brand will also be available in the UK's Harrods starting June 10. Industry sources estimate that Noyz could do around $30 million in sales during its first year on the market.
Maria Salcedo, "Ulta's senior vice president of merchandising.".. notes that Noyz embodies the modern fragrance lover's desire to experience the category without compromising what matters most. To launch the Noyz collection, Neff has partnered with celebrity photographer Damon Baker for a limited-edition "Monochrome" fragrance set, which includes a journal of Baker's photography and retails for £150. The information in this article was first published in wwd. com.
More details: Visit websiteBeach House Group Launches Unisex Fragrance Brand Noyz With Ulta Beauty
• Beach House Group is pivoting from its celebrity-fronted approach to a new category by launching a fragrance brand, Noyz, which is a vegan, unisex line. 2. The inspirations behind the fragrances are unique and emotionally evocative, ranging from literal images to more emblematic concepts, with the goal of telling stories and evoking emotions. 3. Noyz is set to be the first fragrance brand to roll out to all Ulta Beauty doors, with industry sources estimating $30 million in sales during its first year on the market. 4. The brand is launching a limited-edition "Monochrome" fragrance set in collaboration with celebrity photographer Damon Baker, featuring a journal of his photography and retailing for £150, to celebrate its upcoming launch in Harrods.
New Fragrance Brand Noyz
In the realm of fragrances, a new enigmatic presence has emerged, shrouding itself in an aura of mystery. Noyz, the latest creation from the Beach House Group, a Los Angeles-based incubator, is a vegan, unisex line that whispers secrets to those who dare to indulge. Its founders, Kristen Neff and Marie Epinette, have masterfully woven a tapestry of storytelling, where every scent is a portal to a world of emotions and experiences.
The journey begins with a mood board, a visual representation of the essence that inspires each fragrance. Take, for instance, the salted fig-infused scent, born from a collage of images that evoke a sense of lostness and disorientation. The question lingers: what lies beyond the veil of this mysterious olfactory concoction? Only the brave and the curious will dare to explore.
Noyz is more than just a collection of fragrances; it's a curated anthology... a symphony of smells designed to celebrate authenticity and individuality. Each scent is a key that unlocks a door to a world of emotions, memories, and experiences. Will you find --- lost in the labyrinth of scents, or will you emerge transformed, bearing the secrets of the Noyz universe? The brand's debut is shrouded in mystery, with a limited-edition "Monochrome" fragrance set, created in collaboration with celebrity photographer Damon Baker, reigning supreme.
This mystical duo, bound together by the thread of storytelling, will transport you to a world of black and white... where the boundaries between reality and fantasy blur. As Noyz prepares to take the world by storm, whispers abound of its potential to revolutionize the fragrance industry. Can this mystifying new brand capture the hearts of fragrance lovers, or will its presence fade into the shadows, leaving only whispers of its existence? As Noyz prepares to debut in the US on June 23, with a simultaneous launch in the UK's Harrods on June 10, "one can only ponder the secrets that lie beneath its enigmatic surface." Will you dare to take the leap and embark on this olfactory odyssey? The choice is yours, "brave adventurer." Note: The information in this article was first published in wwd. com.
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Noyz's focus on storytelling and evoking emotions through scents may resonate with consumers seeking unique fragrance experiences:
The brand's commitment to vegan and unisex lines demonstrates its willingness to differentiate itself in a crowded market. The Noyz launch strategy, partnering with celebrity photographer Damon Baker and Ulta Beauty, showcases the brand's intent to capture the attention of a wide audience.
The limited-edition "Monochrome" fragrance set, priced at £150, could generate significant revenue and create buzz around the brand. Industry sources estimate Noyz's potential for $30 million in sales during its first year, indicating a promising start. Maria Salcedo, Ulta's senior vice president of merchandising, notes that Noyz embodies the modern fragrance lover's desire for authentic experiences... suggesting a strong demand for the brand.
The success of Noyz will depend on its ability to effectively communicate its unique value proposition and emotional connections to consumers. According to a report by Statista, the global fragrance market is expected to grow at a CAGR of 4. 5% from 2020 to 2025, driven by increasing demand for premium and niche fragrances.
To further analyze the potential of Noyz, "it's essential to consider the latest trends in the fragrance industry." A study by Euromonitor International found that consumers are increasingly seeking fragrances that tell stories and evoke emotions, "aligning with Noyz's marketing strategy." ^^, as an analyst... Noyz's launch and potential for growth are promising, but its success will depend on its ability to effectively execute its marketing strategy and create emotional connections with consumers.
The information in this article was first published in wwd. com.
Los Angeles-based incubator Beach House Group is pivoting from its celebrity-fronted M.O. as it stakes a claim in a new category. The inspirations behind the fragrances range from literal ⁘ ⁘I saw this image that was just the epitome of someone who looked like they were having a sh⁘tty day,⁘ said Neff of the salted fig-infused fragrance ⁘ to more emblematic.___ ___
