Ulrich Lang Introduces Anvers 2

Ulrich Lang, a fragrance entrepreneur who successfully melded the world of art and fragrance creation in his original Anvers fragrance, launched three years ago, has prepared a sequel to support and expand his vision. When Lang launched his first men's fragrance in 2003, he entered a highly specialized market, with a unique fragrance and a unique point of view. As a former L'Oreal executive who held a variety of positions in art publishing, where he honed his visual vocabulary, he wanted to combine his passion for contemporary photography with his love of fine fragrance.

Lang selected Roger Szmulewicz, a prominent Belgian dealer in 20th-century photography, whose gallery is located in Antwerp, as his muse and the face of Lang's premiere men's fragrance line, Anvers; named for the French word for Antwerp, a center where many art, fashion and design trends originate. Lang wanted to capture the introspective elegance he observed in Roger, in a fragrance that was at once self-assured, but self-effacing and modest. He believes that introspection has become a new way of looking at fragrance and oneself. His first Anvers, while minimalist in nature, fused fresh aromatics and spices with classic florals, modern leather notes, woods and ambers. Top notes of bergamot, lime and tangerine, highlighted with sage, mint and basil, plus heart notes of violet, jasmine and geranium warmed with sesame and honey, met base notes of leather, moss, precious woods and amber. The result was a warm fusion, which was both fresh and provocative, and a departure from what have been generally referred to as "men's scents."

He launched at stores worldwide including Barney's New York and Los Angeles; Holt Renfrew, Toronto; Liberty, London; Le Printemps, Paris; 10 Corso Como, Milan; Departmentstore Quartier 206, Berlin; and Lobby, Barcelona, and his brand included Eau de Toilette and a Scented Candle. As recognition of the brand grew, Lang learned not only the importance of having a great juice, which is the ultimate aspect of your product, but he also became increasingly aware of the importance of building and maintaining relationships, and acknowledges the reciprocity required in the development of a fragrance brand. This has impacted the creation and rolling out of his newest entry, which he terms his sequel in the Anvers story.

Building The Sequel

Anvers 2, the next generation of Anvers, offers a contemporary reflection of art, visual cognition, and creativity. Lang says, "We wanted to create a canvas for contemporary art." This is clearly reflected by the photography on the outer packaging of the fragrance, as well as in the visual re-imagining found in the fragrance itself. Szmulewicz, muse once again, is photographed in a secluded park in Antwerp by American artist, Katy Grannan. The image makes nature, tranquility, and sensual expression part of the discourse surrounding the fragrance. "The photo is a direct link to the fragrance," says Lang, "and was a starting point for this fragrance."

Reiterating his commitment to visual and aesthetic synergies in fragrance and beyond, Lang says, "You really need to look at a product to see if it is for you. Individualism is a growing aspect of the process. I believe people are less influenced by advertising messages. And while you might be intrigued by an advertising message, it's not the ultimate decision making factor in a purchase."

Lang adds, "Our positioning is for a certain customer, a knowledgeable and educated consumer." He underscores the importance of working closely with specialty retailers, such as Barney's and Takashimaya, which carry Anvers 2. "They understand niche. It's not always easy and you have to have patience to build the specific brand. Anvers 2 is for a different consumer. People going into Barney's are looking for something different." "We want to be focused and develop relationships with our key retailers. We're not doing a strategy where our fragrance is everywhere." He describes the new scent as warm and inviting, characterizing the blend as an enveloping fragrance with clarity and freshness. The notes in Anvers 2 are warm, inviting, and intimate. Top notes in the fragrance are Bergamot, Lime, Lemon, Black Pepper, Wild Basil, Rhubarb and Cypress. The heart notes are Bulgarian Rose, Jasmine, Lily, Mimosa, Blond Woods, including Cedarwood and Sandalwood, and Vetiver; while the base notes are comprised of Tonka Bean, Vanilla, Musk, amber, Olibanum and Oakmoss.

Lang says, "The visual vocabulary of the new fragrance is very important. It's all about scent and smell, visuals, for the eye, for all the senses." As a fragrance entrepreneur with a keen sense of the visual and experiential, which clearly translated to the development of his fragrance, Lang, a Stuttgart native, says he can think of no location which would have provided as much energy and inspiration for his business as New York. "This is New York City and I would not have started this business anywhere else," said Lang, whose distinction as a finalist at the 2006 Fashion Group International Rising Star Awards in the Fragrance and Beauty Entrepreneur Category, attests to his achievement.

Perspective on the Men's Fragrance Market

Lang, whose sophisticated nose and artistic sensibility have propelled his interest in fine fragrance, observed the current market for diverse and non-traditional scents. "Men are using heavier scents now than they have previously, and they are using scent as a form of seduction, beyond feeling fresh and clean. It has been done in Europe for a long time, and the Middle East has lots of heavier scents." He observed the use of exotic woods, like Oud wood, in the Middle East, which he says has been a popular ingredient in that part of the world for many years.

While it is clear that Lang has a passion for fragrance, it is also evident that he has a sense of what customers are seeking and what he sees as the specialty men's fragrance market, beyond the traditional scents that have been blithely applied as part of basic grooming and personal care regimens. "I'm the marketing side of putting it all together," he says, "and I have a good nose for the fragrance." Anvers 2, which is launching in February 2007 at Barney's New York, in New York, Los Angeles, Seattle, Chicago, Dallas and Barney's Coop in Miami Beach, will also be carried by Takashimaya, Aedes de Venustas, and Wynn's Casino, in Las Vegas. In March 2007, Anvers 2 goes to Liberty, in London, then Berlin, and Dubai and the Middle East in April 2007.

Anvers 2 will retail for $94 USD, for the 3.4 oz Eau de Toilette, and a new web site has also launched for Ulrich Lang New York Fragrances by Paris Anvers, at www.ulrichlangnewyork.com.