Exit ROCHAS

Confusing scent strategies by Procter and Gamble.

ROCHAS fell into the hands of P&G following the takeover of German company Wella in 2003.
The gruelling announcement was made on the 19th of july 2006. They will be killing off the longstanding fashion house. A suitable buyer had not be found. By suitable buyer they meant one who would accept to only acquire the apparel side of the brand. P&G are not letting go of the lucrative Rochas Perfumes. The fabulous Pret à Porter collections reinterpreted by wonderchild Olivier Theyskens will no longer be. Bye Bye Rochas.

Holding onto Rochas perfumes on one hand, and on the other wishing to part with "4711". The world's oldest fragrance still on the market. In absorbing Wella, P&G also inherited the whole catalogue of Koln's Muelhens-Gruppe including "Tosca" another scent created in the 1920's. All is for sale. All but the manufacturing side of the business.
According to a P&G spokeswoman in germany Petra Popall, P&G is a "global brand and wishes to concentrate on brands with global potential".
Nicely said for a suds salesman. Although if you really think about it - "4711" is known even in the highlands of the Thai golden triangle (personal experience), whereas Rochas is a luxury brand -therefore more confidential - and high maintenance.
Why sell "4711" when it answers perfectly to their mainstream soap markets globally?
How is P&G going to be able to uphold the prestige of Rochas globally, without promoting it's image through high profile catwalk collections? Ok, they admit to not owning other luxury fashion brands and therefore have no desire to invest in a first experience without an existing infrastructure. So what is their brand strategy?
If anyone can explain this.... feel free.

As for Olivier Theyskens... I guess he still has a couple of surprises in store for us yet.

New York Times Oliver Theyskens