Cover Story - Tempting Brands

From apparel and home products, to new websites and style guides and Latin American fragrance awards... the latest from Tempting Brands

Tempting Brands partners with The Cookie Company to expand ROUTE 66 in the Benelux

For those who love the taste of freedom and dare to distinguish themselves from the crowd, there is exciting news coming from Benelux. As part of their impressive growth, Tempting Brands is entering into strategic cooperation with one of the leaders in the dynamically developing apparel & home products industry in Europe – The Cookie Company. Having a well-established position in international distribution networks, The Cookie Company will serve the markets with the authentic spirit of ROUTE 66 – ‘the Road that built America.’ The largest retailers in Benelux will soon offer a piece of adventure for everybody through a wide assortment of ROUTE 66 products, ranging from daily apparel to nightwear, from footwear to various accessories, from backpacks to bedding, towels, and other home textiles. Genuine products, fresh designs, and exceeded expectations. Through the newest ROUTE 66 collection, The Cookie Company is asking Benelux to join the legacy of ‘Feeling the Freedom.’

Marie-Antoinette: new Website, new Style Guide

No stories come without a hero... or heroine in this case…

Despite the craziness of the last two years, Marie-Antoinette is conquering the hearts of consumers as a lifestyle brand. To share this success and joy, Tempting Brands revitalized the Marie-Antoinette website to show every visitor who the last queen of France was. The pure and elegant design full of charm truly triggers the feelings of pride, energy, and fearlessness. Though, when scrolling through the products, one can sense also the tenderness that reflects the other side of the personality of this upright woman, a courageous queen, and an outstanding person. By launching the website marieantoinette. com, Tempting Brands invites everybody to meet Marie-Antoinette, and share the joy through the broad range of products with a touch of art, pleasure, and authenticity. And as the cherry on top of the cake, the de-

signers at Tempting Brands are working day and night on the newest Marie-Antoinette Style Guide that will be first introduced to the public this fall at Brand Licensing Europe 2022 in London. This playful collection fully opens the door to the world of the ‘Queen of Fashion.’ So, if you want to get to know Marie-Antoinette and all the novelties yourself, just pass by booth B257 in September. The team of Tempting Brands will be there for you.

ROUTE 66 Perfume : The Best 2021 Men’s Fragrance in Latin America.

Viking Brazil: “We really couldn’t have chosen a better brand”

The sense of smell is one of the basic five human senses. How one appreciates a scent belongs to the strongest characteristics of the person. The San Bernardino ROUTE 66 perfume by Viking unchains the sense of power in every man. The bold notes of whisky, pink pepper, grapefruit, and bergamot fuel the hunger for adventure. The aromatic chords of Chinese cinnamon, lavender, and cardamom strengthen the desire for freedom. Finally, the overall impression of the perfume is completed by the strong notes of oak wood, tonka beans, labdanum, and vanilla. It is no surprise that this outstanding attention-drawing cocktail was awarded The Best 2021 Men’s Fragrance in Latin America in the prestigious Prêmio de Atualidade Cosmética in Brazil. Tempting Brands is delighted by the great success of the San Bernardino ROUTE 66 perfume and is more than excited to continue the fruitful cooperation with Viking.

The difficulty of finding products that really meet men’s needs in day-to-day life caused a bearded man to take the lead and found the Viking brand with products and formulations never seen before, in addition to an incomparable quality. The Viking brand was founded in 2016 with the aim of bringing to market men’s cosmetics - high quality products for men with authentic style. All products are tested and approved by highly qualified people, more precisely by bearded and hairy people! Created by people passionate about quality, the brand brings partners the opportunity to experience and participate in the Viking world.

Viking thought a lot about how to convey the whole experience of creating this line, which for them was something incredible, for their customers, and so they recorded a documentary covering the partnership, which includes the invitation made by ROUTE 66, to how the exclusive and unique fragrances that transport you straight to the middle of the most famous road in the world were developed. Viking had immense pleasure developing this project. It was the first time they involved the brand in licensing and they could not have chosen better brand for this - with every job they are increasingly sure of it. Black and viscous referring to used engine oil, due to the activated carbon present in its formula, which in addition to bringing this incredible experience, is what you find in the products of ROUTE 66. The route line surprised and impressed everyone. Each of the products carries a different story. This legendary road is a journey with many stories in terms of luggage and Tempting Brands wanted to redeem them all to have the best experience, with an exclusive product line that will revolutionize the male product market. All products in the EuReciclo line are certified, where part of the production is destined for recycling, preserving the environment and the sustainability of the line and are also free of animal testing. Viking always cares about the development of their products. According to Viking, It is an honor to have won the Cosmetic News Award, with the San

Bernardino perfume in the category of best men’s perfume in Latin America. All the commitment and dedication was worth it in every detail of the perfume. Commenting, Leonardo Fioretti of Viking said, “Upon receiving the invitation to license one of the world’s largest brands, ROUTE 66, we were extremely excited, as Viking Brand and ROUTE 66 have an incredible lifestyle synergy between both brands. We went into this project, and we spent a long time immersing ourselves in the stories of the world’s most famous road. We called several merchants who still reside on ROUTE 66 and talked a lot, exchanging ideas about how we could actually turn a product into an experience never seen before. We also discovered that a barber was responsible for registering ROUTE 66 as a historic road, giving even more authenticity to the project. All this brought out the boldness present in the veins of our team, to activate and take action, with total creativity, until we reached the main concept of the line. Uniting cosmetic technology with the nostalgic of the ROUTE, we decided to do things differently from everything that the market has seen, and launch products that as soon as they are used, would take the consumer straight to ROUTE 66 in a unique experience. So, instead of a common and simple product for man, we brought the whole concept of electric bikes, old cars, leather, and a lot of engine, turning the whole line into products that contain black colors (which do not stain the wire or skin) referring to the engine oils used in vehicles that transited the mother road and were marketed at the time. With this we develop products for specific personas, such as a wild biker, who cuts all over the USA on his bike, with his daring lifestyle, breaking rules with his leather jackets and long beards. As a result, we brought a complete line for daily beard care, containing Beard Shampoo for hygiene, Beard Balm for hydration and Beard Oil to strengthen the strands always protecting them. All these items containing activated carbon responsible for removing all day to day impurities and pollutants and cactus extract, promoting hydration to the wires and the skin, not to mention that all products have the characteristic of being black, reminiscent of used motor oil. And to further enrich this beard care and to tell consumers about the history of ROUTE 66, a kit in the can has been developed. With more than 15 different prints with conceptual illustrations of the ROUTE, in limited editions, with a steel can for lovers of the brand. Thinking still of the line with activated charcoal, we launched more products, not only for the care of the beard, but for the care of hair and body, such as hair shampoo, hair conditioner, talc, kits exclusive in terms of packaging with a lot of lifestyle. As we work with sensations, we were even more daring when we decided to develop the ROUTE 66 perfumes. In the development of the fragrances we tried to do something that as soon as it was sprayed, transports the man straight to ROUTE 66. Nostalgic elements and mystery were mixed with daring, and we developed three unique and exclusive perfumes, for three completely different types of men, from a classic gentlemen, a biker on his bike estradeira, and a modern man in his convertible mustang of 1936 through the fragrances San Bernardino, Rebel Biker’s and ROUTE King. This was a success, where the Perfume San Bernardino was awarded 1st place the best male perfume in Latin America, in the main awards of our market, competing against all companies in the segment. And even better, we made a double in the ranking, with the 3rd place of best men’s perfume in Latin America with the ROUTE King, which also took 2nd place in the category of ‘Best Male Perfume Creation in Latin America’. All these awards show us that we are on the right track, through our bold and special work, with products of unquestionable quality, and sophisticated and engaging packaging. We get so involved with fragrances. We launched liquid soaps for the bath, and spray flavorings with the same essence of perfumes. Even a deodorant with 48 hours of protection with invisible technology. And in honor of the nostalgic and famous hairstyles present at all times on ROUTE 66, we have developed hair styling ointments with limited editions and numbered (unique), Grooming for hair and a powdered hair styling ointment. The entire line includes ROUTE 66 phrases, metallized details to refer to the metals of the cars that transited there, and until the year of the road’s foundation, 1926. “ We really couldn’t have chosen a better brand to represent our culture, other than ROUTE 66. And our only certainty is that we will not stop here!”