Tom Ford’s F​u​cking Fabulous eau de parfum

Tom Ford changes the rules for fragrance launches with Fucking Fabulous.

By Peter Marshall​, Founder, www.trunblocked.com   •   email: info@trunblocked.com

Fucking Fabulous is​ ​a​ brand new​ unisex​ perfume from the eponymous and iconic Tom Ford​, launching on September 7th. ​
​As yet he has not explained his thinking behind the name, so we thought it might be interesting to explore the possibilities. ​

​Certainly it is a dramatic departure from all his previous named perfumes​. ”A breath of fresh air in a crowded market”, according to Harpers Bazaar. ”Controversial, maybe. Inspired, definitely”, again from Harpers.

And from InStyle: ”If you’re fabulous and you know it and you really want to show it, you should probably invest in Tom Ford’s latest fragrance”.

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Did he need to help the launch of his new collection this week by attracting attention this way? Or was it a carefully judged and astu​te​ PR​ and sales​ stunt – alike Trump’s technique – designed to​ challenge,​ shock and​ generally​ create impact? Is this a new, radical approach to selling a high value item?​ ​

​Well he certainly accomplished high impact and media column inches, especially as this is a limited edition product, with even more limited distribution. It will only be available in Tom Ford’s boutiques and through buying online from TomFord.com​ directly after his new runway collection is shown in New York this week. The Travel Retail community will never get the opportunity to sell it – at least not now.

Many would argue that the name does not belong to one of the most luxurious fashion designers in the world. ​I would argue the opposite. Tom Ford does not need help to sell his brand. It would sell regardless. ​He could have named it anything. ​And this launch is, after all, about selling product. F​u​cking Fabulous is entirely consistent with the uniqueness of the Tom Ford brand. It is authentic and mirrors his image and his product range. Yes, it’s disruptive and has got a lot of people talking. But it works, because Tom Ford knows the profile of his customers. He also doubtless knows that this may well open him up to a whole new customer base for him. Smart.

​So the product will turn out to be a runaway success. ​Oh, in case you were wondering, it’s not cheap at US$ 310 for​ a​ 50ml ​bottle, attracting quite a premium (some +30%) to the other perfumes in his range. But​ it​ is a beautifully designed​ bottle. Inside the
key notes are: almond bitter oil, tonka resinoid, orris accord,​ ​cashmeran, leather accord and clary sage oil.

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There are two things, though, of concern. This could set a dangerous trend for all those me-too’s out there to launch products with spiced-up names that they think will drive traffic to the stores. That will​ genuinely​ bring the market down in perception. The second thing is that, although selling F​u​cking Fabulous is a no brainer in Tom Ford stores, it might be quite a challenge for brand ambassadors at airports or anywhere else in the domestic market. You can just imagine some of the call out lines from staff.​ ”Excuse me, sir/madam, would you like something F​u​cking ​Fabulous?’​’​. Just imagine…..

I admit to buying Tom Ford product and eyewear. I am a fan. But not particularly of this name​ and if I don’t like the smell, I wouldn’t buy it.​That​ will not make any difference to the sell-out that will​ inevitably​ happen.

But we ​do ​have to face up to the fact that we are witnessing a​ brand​ new genre of​ high end designer​ branded marketing and, whatever side you are on, you cannot ignore it.

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