Tag: niche

The story of Alford & Hoff follows two athlete chums who met at college in America who happened to share a passion for scent and skin care – even though they were mercilessly teased for it in the locker roms – through their incarnation as business entrepreneurs and onto launching their own incredibly successful skin care, luxury fashion and accessories and now fragrance line. Barry Alford told us how their latest scent, No. 3, is ‘every day sexy’, and inspired by a unique (and rather bizarre!) industrial product. Intrigued? We certainly were, and wanted to know his five favourite scents, too. It soon became clear: Alford & Hoff are not your average fragrance house…
As Barry explained, ‘Alford & Hoff is basically a brand that’s about two buddies who were at college together and wanted to start their own gig. We didn’t know what we wanted to do, but we wanted to work together. Eventually we decided on a men’s skincare brand. I know that might seem unlikely, but we were the only two guys in our collegiate football team who were doing all the grooming and getting all the flack. As soon as I saw he had the same fragrances as me – I’m talking Drakkar and Farenheight, here – I knew I was going to be friends with him. I thought, finally, someone else who understands’
Super-savvy, they talked about starting a business together, but ‘…Jefferson [Hoff] went into the financial market on Wall Street. And when we gained success we were both spending more on our products – we just loved them. We still had these dreams of starting a business together, and knew it had to be something we were passionate about. Through my medical contacts I met a plastic surgeon and he helped us brand a male skincare line backed by his expertise and we got into Neiman Marcus on the back of that’
The male grooming market may have moved on in leaps and bounds these days, but Alford & Hoff were way ahead of their time, and that led them into the world of fragrance. ‘I think we were successful because we were two former athletes that were making it okay for guys to take care of themselves. We wanted to venture further and decided to launch a fragrance – which we were always so in to and still were! – and that became our Signature fragrance. It actually started to out perform our skincare line, and when in 2009 the economy crashed we decided to pull back and focus on that. It carried us through. We’ve done a lot of work but now are proud to say in many stores our fragrances are on the shelves next to Tom Ford and John Varvatos, not because of some borrowed glory off the back of another line, but because they’re great fragrances.’
Discussing the fact that for years, men have been under catered-for in fragrance, Barry agreed, saying he felt ‘guys are becoming way more sophisticated, they want more than just a sports splash, a deodorant or something their mom gave them, they want to choose it themselves and they’re hungry for knowledge! And the feedback we get is that more men are after fragrances that not everyone else is wearing. I mean let me give you some statistics. We’re in the top twenty five percent of fragrance brands in stores at the moment based on sales. That’s pretty major for a small, niche company like us!’

Choosing the right ‘nose’ is essential for any fragrance house, but Barry and Jefferson wanted someone they could have a really close working relationship with. ‘Rodrigo Flores-Roux has done all of our fragrances. We knew how good he was, that he’d worked on so many great brands, but didn’t choose him just for his reputation. We really hit it off, and to have that first fragrance be FiFi nominated in the first year just proved how well it worked! No. 2 was lighter and fresher I guess, perhaps more traditional, more towards the sportier end of the market. But this third one is something really different.’
You can say that again. Having sniffed it – a soaring medley of citrus that quickly deepens to something altogether deeper and sexier – we were astonished to hear that ‘…it’s inspired by days selling medical equipment. I know that sounds completely bizarre but please stay with me!’

 
‘I used to spend a lot of time in the operating room, consulting with surgeons during a procedure. 80% of my business was craniotomies, meaning I’d be working with neurosurgeons, and one product in particular was a cranial bone cement. And this putty, when you mix the sodium solution with the powder, it just makes the most beautiful smell. And everyone in every operating theatre I’ve ever been in says the same thing, for over ten years. “Oh my god I love the smell of this stuff!” I mean they gather ’round to smell it. So that’s what we tried to do with this fragrance – tied to metallics and aldehydes and a blend of vetivers’
‘Rodrigo got this bang on, first go. He delivered a masterpiece I think. I know he was just so inspired to be working from such a bizarre inspiration and it really triggered his creativity. I mean, I know industrial has been done in the niche world, but I don’t think anyone has done craniotomal cement before!’
Having learned of their unique inspirations and varied backgrounds, we could only guess that Barry’s five favourite smells (something we’re always intrigued to ask perfume people about) would be equally ecclectic. And we weren’t far wrong…
1. Gasoline – When my mom would go to pump gas I’d stick my head out the window of the car and love the smell! It does something to my throat, but I compare it to what they call the “drag” in fragrance. You know when you get this dry smell and just can’t stop inhaling?
2. Fresh cut grass – It reminds me of my football days, the peak of the season, being surrounded by people I love and having fun.
3. Halloween costumes straight from the packet – Another bizarre one, I know! But it’s just a fantastic smell, freshly unwrapped from the plastic.
4. Scotch tape – Its so unique and different, I’d recognise it anywhere and I guess those kinds of smells are comforting somehow. I think I have a really heightened sense of smell – I pick up on things others don’t.
5. The monsoon season in Arizona – When its rains in late summer after its been so hot in the desert. It’s unbelievable, and it’s sweet. I really want to use that in a fragrance. It’s gorgeous. I guess I’ll have to get Rodrigo out there to smell it for himself!

 
Alford & Hoff No. 3 £75 for 100ml eau de toilette
Exclusively at Harrods
Written by Suzy Nightingale