ÇaFleureBon Behind The Bottle: Interview with Nick Arauz of Caswell-Massey +CENTURIES SANDALWOOD, LX48  and More Draw

Nick Auraz of Caswell-Massey

I first met Nick Arauz of Caswell-Massey at Sniffapalooza’s 2017 Fall Ball where he was  a Guest Speaker at the Saturday Lunch. He gave a brief historical overview of the storied US brand and what to expect in 2018 when he will have the fragrance collection updated & rebranded for the modern era. 

John F Kennedy wore Caswell-Massey… collage with Jockey Club Cologne (1940)  via Instagram @caswellmassey

Last month, PERFUMARIĒ hosted Caswell-Massey’s Fragrance Launch. CEO Nick Arauz presented the fragrance line, for the first time- a new direction for the brand. and introduced the IFF perfumers, Clement Gavarry, Yves Cassar, Chiaki Nomura, Pascal Gaurin, Jean-Marc Chaillan, and Laurent Le Guernec.   Caswell-Massey count two Presidents, George Washington and John F. Kennedy as former devotees along with Jaqueline Onassis, Cole Porter, Lauren Bacall. Mick Jagger is a customer. 

Caswell-Massey Lilac, Gardenia, Honeysuckle, ROS, and Beatrix  composed by Laurent Le Guernec of IFF

A collaboration between Senior Perfumer Laurent Le Guernec, the Master Gardners at the Botanical Garden, and Botanical Scientists at IFF resulted in a collection of perfumes, Lilac, Gardenia, Honeysuckle, ROS, and Beatrix based on the rare plants and flowers at The New York Botanical Garden caught my attention. The latter is in honor of Beatrix Jones Farrand (1872-1959) the accomplished landscaper (White House Gardens) and female founder of the American Society of Landscape Architects. 

Nick Arauz of Caswell-Massey at CEW Beauty Awards

I next encountered Nick Arauz of Caswell-Massey at the CEW Beauty Awards Product Demo Show and suggested a “Behind The Bottle” interview. 

Hernando Courtright: What was your background before taking over and becoming the CEO of Caswell-Massey?

Nick Auraz of Caswell-Massey: My training is actually as an architect. For the last decade, I have been working with luxury and heritage brands on the whole experience and the storytelling behind the brand. I had my own agency for a while where we had Frye Boots and we helped them reclaim their heritage story and relaunch (2010). I also worked at David Yurman as Executive Director of Experiences. Coming into Caswell- Massey was really an incredible story that hasn’t been told for a couple of decades. It was an incredible opportunity for me.

Caswell Massey History display at P E R F U M A R I Ē

HC: Who brought you to Caswell-Massy?

Nick Arauz of Caswell-Massey: The ownership of Caswell-Massey was seeking someone who could help to develop a five-year strategy for the brand. Initially, my agency was hired and we spent eight months doing research on the awareness of the brand and what people knew about the brand. What we found out was the fragrance story of Caswell Massey was important and had been lost. 

HC: What was it like re-invigorating such a historical brand? 

Nick Arauz of Caswell-Massey: Like Frye, and Anthropologie, there is a tremendous amount of storytelling. But Caswell-Massey is another thing altogether. The history goes beyond American History. The company was founded in 1752, 24 years before the Declaration of Independence. The Taylor’s were the last proprietors. They had it from 1933 to 1988, 55 years. They were the last to have the reverence for the brand and what it could be and carry it as a prestige brand. It had a good moment in the late 90’s under Anne Robinson. But it was more of a look-alike brand like Crabtree & Evelyn and Kiehls, they have the apothecary history but not the fragrance history that Caswell-Massey has. We filled peoples prescriptions and invented orange soda. The deep history of fragrance in the company makes us unique. The development of what is the equally the oldest American, we don’t say the oldest, original American fragrance which is No. 6. So trace that from 1770’s all the way through what we are doing today. Two hundred and sixty years of fragrances and dozens of recipes that are unique to Caswell-Massey many of which have been the foundation for other fragrances. We set the bar for what a sports fragrance is with Jockey Club in 1840. Every cologne that has been done in the 20th Century is built around the notes in Jockey Club. Same with the American aquatics that are related in some way to Newport and the fougère that are like our Patchouli or Russian Sage fragrances and now with Greenbriar we set the bar for what would be defined as American colognes. 

LX 48 ROS and V1

HC: What was your greatest challenge you had to address?

Nick Arauz of Caswell-Massey: In some ways, it was a big advantage that the brand had gotten to a smaller point. We found out that there was a high level of recognition but not everyone knew what we stood for. Sort of a double edge sword. On one hand, it was an incredible challenge to reestablish the brand with consumers and reclaim our story which had been usurped by other brands. We kind of had a clean sheet to build the brand back up. It gave us an opportunity to go back to the original recipes and work with phenomenal perfumers and as we bring the fragrances out we did not have to undo a lot of work with the wrong product out there. That’s a challenge for any brand that’s trying to change their story or pivot. It’s retelling your story in a way. We have an incredible story to tell and at least it wasn’t mistold. We weren’t fighting any other narrative that people have in their minds. 

HC: Is there any brand(s) that you feel is a close competitor or do you feel you are in a unique space? 

Caswell-Massey Almond Cold Cream Soap Bars

Nick Arauz of Caswell-Massey: There are certainly other brands out there in fragrance that have a really good deep heritage like Santa Maria Novella, Creed, and obviously Penhaligon’s. All three of those brands have a significant history. They work with older recipes. Our future is not just pivoting into fragrance. We have a whole bath and body line. We make tremendous triple mill soaps. We have a great business in skin care, lotions, and essential oils. We’ve sold essential oils for two hundred some years and we are bringing those back those this year in a big way. The scent and memory people have of the scents that we do, not only our Almond scent which everyone remembers from the soap is wonderful. That was definitely the starting point we wanted to go back into and strengthen Caswell-Massey as a fragrance company. We had to get the fragrance right first. We could not do anything until we were sure the fragrances were at the top level of quality and the formulations were right. It’s taken us a year, which is relatively short I think in some ways going through dozens of iterations. We spared no expense on the reformulations to make sure they are using the best ingredients and using some fantastic perfumers. 

HC: Are all the perfumers from IFF?

Nick Arauz We did partner with IFF on all the reformulations. When I came into the company we were buying our fragrances from lots of different perfume houses. A lot of them are great places and we could have picked any number of them but we chose IFF for a few reasons. One, they are an American company, and we wanted to work with a company that has something at stake in terms of being a long-standing American company in fragrance, and the most important reason for us that we wanted to make sure our fragrances were unified in terms of the ingredients and the approach to the fragrances. For instance, with our Century Sandalwood, it is formulated with the same oils in our new Heritage Tricorn which means you can layer our fragrances now. We wanted to make sure as we updated these fragrances and worked from the original formulations that we were building a common recognizable Caswell Massey fragrance. Building that character into the fragrances that were consistent so we had to work with a group of perfumers that would talk to each other and work together. We are very happy working with IFF with the service and the working relationship has been phenomenal with their team. They really poured a tremendous amount of energy and dedication into our catalog of fragrance formulations.  

HC: Going back to the history of the brand, was there ever a candle line?

Nick Arauz of Caswell-Massey: We have done candles over time but it never was a big part of the business. Home fragrance was really focused on potpourri. We had a big potpourri line and also had ways for customers to make their own potpourri. We made a potpourri named Mr. Taylor which was for the proprietor of Lord & Taylor’s and sold at the department store. 

HC: Do you anticipate launching a candle collection?

Nick Arauz of Caswell-Massey: We are currently working on a home fragrance line and candles are in testing right now for the floral fragrances that we are doing with the Botanic Gardens and also probably for our Century Collection and maybe for our higher end fragrances like Marem and LX 48. We still are evaluating. 

HC: Do you anticipate opening a Caswell-Massey boutique(s)?

Nick Arauz: We absolutely believe a store in New York is essential for the brand. We started looking last year but we decided to wait. We had stores in New York for hundreds of years up until the last one at Lexington and 48th Street. I designed a lot of stores like the Yurman store on Prince Street. I’m a big believer in the retail experience. Retail is very important and it’s an area that I’m very close to.

HC: How is Caswell-Massey approaching the web and social media?

Nick Arauz: We had a site that we have overhauled. A couple things about our digital presence. We completely cleaned  out our Instagram account and started over. In all of our social media, Facebook, other platforms the brand’s story was not being told right. We weren’t very mobile friendly. We introduced a new web platform last October. It’s very important that we look good in mobile. It’s always a balance with a heritage brand. You don’t always want to look backward.  All of our fragrances are being made with solar power. We want to show people where we are going with things like LX 48 or the Supernatural #6 that’s coming out next year. We are doing a lot right now that’s about the future. One thing that we don’t talk a lot about is that LX 48 and the Century fragrances have high concentrations of natural oils. We are very focused on the future as a brand like sustainability initiatives that we take very seriously. This is a dream job for me. I’m blown away what we have done in one year with this brand. 

–Hernando Courtright, New York City Event Contributor and Brand Ambassador

All photos Hernando for Cafleurebon 

Thanks to the generosity of Nick Arauz of Caswell-Massey we have a very special giveaway of two fragrances and one soap  for a CON US registered reader, (you must register to be eligible here) for a 50 ml bottle of CENTURIES SANDALWOOD EDT, an 88 ml bottle of LX48 EDT, and and Presidential Soap Collection 3 bars. To be eligible please leave a comment on what you found interesting in Hernando’s interview with Nick Arauz of Caswell-Massey,  and if you are familiar with the Brand. Draw closes 4/19/2018 

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35 comments

  • doowtnehpets says:

    I found it interesting that all their fragrances are made with solar power. Never heard of the company before. Sounds like they want to make something really special.

  • Just Add Light says:

    Not familiar with the brand, but I really like the idea of allowing customers to make their own potpourri. Moving into the bath and body sector is also a real plus. Interestingly, my mother was also an architect. Great interview Hernando!

  • INYA says:

    I have purchased Caswell Massey triple milled soaps. I didn’t realize that this brand had such wonderful history. I’m looking forward to discovering their fragrances. In the US.

  • Elizabeth T. says:

    Thank you, Nick Arauz for this generous draw! I really enjoyed this interview. I live in the US so of course am familiar with the brand, and am very excited about the new perfume line!Thank you Hernando for highlighting it for us. I’m especially interested in Beatrix, as I’m a landscape architect myself. I appreciate that the brand chose to work with an American company, IFF. And I really like the Presidential Soap Collection! Thank you very much! I’m in the USA.

  • fazalcheema says:

    I have been aware of the brand for years and knew that JFK wore Jockey Club. it is great that it is being modernized to widen its appeal. Unlike some brands that promote fictionalized history, Caswell-Massey actually has a rich heritage. They are going to work with IFF, another American company so it is a step in the right direction. Thanks for the generous draw. I am in US.

  • James2473 says:

    Great interview! I was not familiar with this brand at all, as I’m fairly new to this fragrance hobby. I will definitely be trying some of their fragrances. My favorite part of the interview was reading about the history behind their brand.

  • j_owen says:

    Very interesting read. The parts that really stood out to me as interesting was the fact that both him and Tom Ford shared a past in architecture. Also, the fact that this brand was around before the declaration of Independence is astonishing.

  • Andie Paige says:

    I love that they are embracing and making the history of this a focal point. All too often history gets lost in keeping up with modern growth. I have seen the brand, but never have put my nose to anything they offer. The floral line does pique my interest.

  • Maya says:

    The name, Caswell-Massey sounded familiar and I placed it when Hernando Mentioned their soaps. What they are now doing is exciting and, of course, I love their floral focus. I also love sandalwood. I’m in the US.

  • jeremyn87 says:

    I know of the brand but haven’t tried their stuff. I do like that they sell essential oils, which might indicate that they use quite a bit of naturals in their perfume making. I’m in the US

  • Dosva says:

    It’s great news that another historical brand such as Caswell-Massey had revivaled.
    It was interesting to know about thair diligence to re-create old perfumes.
    US

  • NiceVULady says:

    I’m very well acquainted with Caswell-Massey as I have used their soap in the past and really liked it. I’m glad that they are redefining themselves without losing the richness of their storied history. This interview certainly highlights where this brand is going with Nick Arauz at the helm. Would love to win this draw. Thank you. I’m in the USA

  • Vahagn says:

    I hope that Caswell-Massey will say its unique word in modern niche perfumery using its historical heritage, which is reinvigorating.
    All questians and answer are interesting to me.
    I like that brand have all range- perfumes, candles, body care and etc..
    Good luck, Caswell-Massey!!!
    US

  • doveskylark says:

    I am so happy that this brand is being reinvigorated. My grandmother always had a bar of their soap in her house. I have always wanted to try Casma because I heard Carol Lombard, one of my favorite actresses, loved it. I hope they bring that fragrance back. The fragrances created through a collaboration with the New York Botanical Garden sound lovely. I live in the USA.

  • Hasib says:

    Enjoyed this report and first time hearing of them. So much history with this brand. I hope the best for them and to keep the hisroty and make something special. Would like to try their offerings one day. Thanks
    California

  • Catanosmia says:

    I used to buy soaps from Caswell-Massey in the ’90s and I’ll admit that in my memory they got blended together with Crabtree & Evelyn when they both all but disappeared from malls. It’s a crowded market for perfume these days and I wish them luck!

  • Laurentiu says:

    I have not heard of this brand and I also agree with Nick Arauz that nowadays mobile presentation and online presentation plays a big role in the marketing of a product.

  • Steven T. says:

    They invented orange soda?!?! Well I’ll be darned!! Have definitely been aware of the brand since starting this fragrance hobby, and am really interested in LX48. In the US.

  • girasole638 says:

    I’m not familiar with Caswell-Massey but found it very interesting to read about their history nonetheless. It’s also fascinating to get a peek ‘behind the scenes’ in terms of the storytelling of branding. What an informative interview! I’m in the US.

  • Diana D says:

    I am very familiar with this line but don’t own any. I’m fascinated they use solar power. And I love they use a high concentration of oils. I’d love to own one of their scents.
    I live in the US.

  • RigdunLabro says:

    The creators of the original American cologne and orange soda? Needless to say, it would be an honor to try anything these guys have to offer! I am not familiar with Casswell Massey but I am already a huge fan. Let’s go U.S.A!

  • tiffanie says:

    I am beyond happy to read this update on Caswell-Massey’s history. I remember the brand from decades ago and was fascinated by the apothecary aspect. I especially liked the soaps, and weren’t there scented lotions? Thank you for sharing this latest chapter in the Caswell-Massey story, and for the generous draw. I am in the US.

  • Susanf says:

    It’s intriguing to learn about a company with roots hundreds of years old–especially in this market. Sounds like big plans to reinvigorate this brand, excited to see what happens!

  • jasmine torres says:

    Great interview! I was not familiar with this brand at all, as I’m fairly new to this fragrance hobby. I will definitely be trying some of their fragrances

  • laraffinee says:

    I used Caswell-Massey products years ago, but drifted away after 1988 when the company started to change hands too often and lose focus. I am so happy to see that it has taken its current direction under this new CEO.  I hope that the focus on pure essential oils and top ingredients will continue. I just placed an order online on their website and look forward to seeing if the quality is back.

     

  • CJ says:

    It's too bad when any company has to meess around or otherwise change a fragrance or scent that many customers relied upon. Point – Number 6 bath soap. The new formulation smells othing like the previous (the Orange bars). The Orange bars were great. I bought up what I could find. The new stuff is "meh" and just so-so. Not even close in fragrance quality nor strength of fragrance. 
    Sad 🙁

  • Dee says:

    Bring back the Gardenia Signature Scent! It was the most amazing scent and the aroma of the Gardenia was pite elegance. The new Botanical Gardenia does not have the same elixir components ..the scent is to commercial where the Gardnia was just exquisite..was a customer for 45 years till you removed the perfume. Plesse bring it back and many customers will be back too..that and damask Rose! But especially Gardenia please..its been to long..take out of the archives

  • Richard Osborne says:

    I began buying Caswell-Massey’s Sandalwood in a Caswell-Massey store in Upper Montclair, NJ in 1992. I actually came across this product while staying in Newport, Rhode Island at a quaint B&B. The Castle Hill Inn placed CM Sandalwood bar soap and other toiletries in my bathroom….one use and I was hooked on this amazing scent. The last Caswell-Massey I shopped in was when I lived in West Palm Beach, Florida at City Place. I did find the bars of soap at a Home Goods store and brought up with they had left. I want to get back to the Sandalwood cologne but read that the scent had changed over the years due to the use off synthetic oils instead of the real Santalum album tree. I would love to come back to CM’s Sandalwood if I could experience the same scent fell in love with over 37 years ago. I just turned 64 on July 20th and wanted to treat myself to this cologne. I have traveled extensively, met many people and have left many an impression with my CM Sandalwood. I wore something few knew about until they got close to me and remarked on how great I smelled. Your article brought back many wonderful memories….thank you.

  • Bruce Clark says:

    I started buying Caswell Massey products in the 1950’s
    My favorite was Newport cologne. When I ran out of it, I ordered more, and was greatly disappointed in the fragrance that has changed.

    Is there any way I can purchase the old formula?

  • Hilary says:

    The comments about the fragrance changes are accurate. Obviously, to keep the soaps at price point, IFF was called in.
    Number 6 was drastically changed. The Greenbriar scent is the same, though less intense. Also, all the soaps have more glycerine and contain less oils. So, there is a little dryness they impart to the skin. Lathering is copious though, and you are definitely clean, as rinsing is easy. No. 6 definitely needs a revisit. Perhaps revert to the original recipe, and charge accordingly as a test. After all, would GW have wanted anything else? We have been buying C-M soaps for decades, and will continue to do so.

  • Gary Gamble says:

    History is great, but if you cannot manufacture and deal with the present, your product is unimportant.

  • Gary Gamble says:

    Moderation is noted. I have commented on the direct CM website about my perception about the diminishing quality of the products, aftershave and cologne, for men. I have been using the products for over 60 years, and CM has “diluted” their products, while increasing their prices. I will no longer use the products, and am sorry to end 60 years of use.
    Gary Gamble

  • Eric Northern Sr. says:

    Loved the original Sandalwood lotion but apparently it was discontinued. Really wish I could find some or CM would consider revisiting the fragrance.