Launch event of THE $KULL – Philipp Plein, Sophia Thomalla and CM Models
A skull-shaped bottle with around 1,500 faceted glass beads, Sophia Thomalla with the sentence “smells like money” and champagne with the Plein logo on the Ku’damm – this is how Philipp Plein staged his entry into the beauty world. THE $KULL is the first Eau de Parfum creation by the German designer, launched through Falic Group as the licensing partner, presented in his Berlin flagship store. We were there for the launch and take a look behind the scent, bottle, and brand staging – beyond the society headlines.
THE $KULL in the scent test: Note pyramid, sillage, and wear time
THE $KULL is designed as a unisex Eau de Parfum, but clearly leans into the oriental-sweet men’s fragrance tradition. The composition works with a classic three-phase pyramid, tailored for recognizability – Plein himself named the high recognizability as the top priority in its development.
The note pyramid in detail
| Phase | Notes | Character |
|---|---|---|
| Top note | Bergamot, cardamom, pink pepper | fresh-spicy opening, short |
| Heart note | Bourbon vanilla, tonka bean, lavender | sweet-creamy, dominant core |
| Base note | Patchouli, leather, ambroxan | deep, slightly smoky, long-lasting |
In practice, THE $KULL is clearly sweeter than a classic men’s fragrance – those familiar with scents like Dior Sauvage or the lines from Christian Dior will quickly recognize the Bourbon vanilla as the main motif. The sillage is high for an average of five to seven hours, after which the fragrance becomes skin-close and retains the leathery-warm base for up to twelve hours. It is still noticeable on clothing the following day.
“I guess he smells like Money.” – Sophia Thomalla about THE $KULL at the launch in Berlin
This statement is more than just a society saying. It precisely summarizes the brand’s marketing promise: a fragrance that does not aim to be subtle, but rather makes a statement. Those seeking delicate elegance are better off with Dior Beauty or the classic lines of Dolce & Gabbana.
The Bottle: Why the Swarovski Skull Became an Iconic Brand Symbol
The skull has been the visual trademark of Philipp Plein since the Spring/Summer 2010 collection. What began as a provocative detail on T-shirts became a structural brand anchor – and exactly this skull forms the shape of the bottle. The glass structure is not smooth, but three-dimensionally faceted, creating the impression of a diamond-studded skull.
Material, craftsmanship and design details
The bottle is made of thick-walled glass, with the spray head positioned centrally on the skull. The packaging is in matte black with silver printing – intentionally minimalistic, to let the bottle itself take center stage. This is strategy: the bottle should remain visible on the bathroom shelf, not disappear into a drawer. Those who view brand aesthetics as collectible items will find similar logic with Gucci and Prada, which also design their bottles as display objects.
THE $KULL is available in two sizes, with the price range falling into the upper mid-range of designer perfumes:
- ✓ 50 ml Eau de Perfume – approx. 75 € MSRP
- ✓ 125 ml Eau de Perfume – approx. 110 € MSRP
- ✓ After-shave line and shower gel as a complement
- ✓ Limited launch edition with signed box
The launch event on the Ku’damm: Staging instead of product presentation
The setting was the Philipp Plein Flagship-Store on Kurfürstendamm 195, opened in 2014 as the second-largest German location of the brand after Munich. Covering around 400 square meters, the store was completely focused on the fragrance launch for one night – the staircase, mirror fronts, and black marble surfaces were overlaid with oversized $KULL displays.
Event Flow, Guest List, and PR Choreography
At the entrance, two models greeted guests with the fragrance on sample strips. The guest list included, among others, Verona Pooth, Sophia Thomalla, and Plein himself. Champagne with Plein branding, bodyguards, press walls – the full PR package. Notable: Many guests wore Plein outfits, which is no coincidence. The brand deliberately outfits its closest society circle before such events to maximize the photo material in gossip magazines.
We from CM Models were invited as a modeling agency – those interested in the world behind such events will find background information on fashion shows, casting processes and model jobs at premium events. The transition between fashion show and beauty launch is now fluid: The same faces that walk the Plein runways later represent the fragrance campaign.
https://www.instagram.com/p/B55h5hLKhjX/
Plein as a lifestyle empire: How fragrances fit into the brand system
THE $KULL is not a solo project, but part of a strategic expansion. Philipp Plein has long expanded his business beyond fashion: hotels (Plein Hotel on the Côte d’Azur), restaurants, sport lines, and now beauty. The licensing partner for the fragrance line is the Falic Group or its subsidiary Perfume Holding – the same player behind fragrances by Roberto Cavalli and John Galliano. Plein therefore does not produce the fragrances himself, but licenses his brand name to a specialized beauty conglomerate.
What this means economically
The lifestyle division (beauty, hospitality, licensed products) accounts for less than ten percent of total sales, according to Plein-Group publications. Fragrances are therefore less of a profit center than a brand enhancer – they carry the Plein-Skull into drugstores and perfume shops that would not be able to afford a 3,000-euro leather jacket. This is classic trickle-down marketing, perfected by Donna Karan / DKNY and Armani in the 90s.
Anyone wishing to enter this world should be aware of the following context points:
- − Plein-Skull established since 2010, not just with the fragrance
- − Licensing model: Falic Group / Perfume Holding produces
- − Lifestyle division under 10 % of group sales
- − Berlin flagship store on Ku’damm since 2014
- − Target audience: lifestyle showcase, not fragrance connoisseurs
- − Comparable to Cavalli, Galliano (also license partners)
Who is THE $KULL worth for – and who isn’t?
THE $KULL is a statement fragrance. It is sweet, opulent, visible. Those who want to be discreet at the office are better off choosing more classic Eaux. Those who, on the other hand, understand fashion as a brand universe and already wear Plein pieces get with the fragrance the olfactory counterpart. The bottle alone justifies the price for many collectors – similar to Plein-leather jackets, which are also traded as collector’s items.
Direct Recommendation
Go for it if you’re looking for a recognizable signature fragrance that works sweetly oriental and serves as a design object on the shelf. Hold back if you prefer subtle elegance, fresh citrus compositions or niche perfumery – that’s where Plein isn’t at home. A sensible source of supply, in addition to the Plein stores, is the open designer selection at Zalando, where Plein has been listed for a long time.
Those who want to dive deeper into the world of luxury brands will find further overviews with us: the complete Fashion Brands List A to Z, the special pages on Fashion Brands with D, Fashion Brands with P and Fashion Brands with N, as well as our reports from Milan and the luxury shopping mile in New York. For fashion newcomers, we recommend the guide How to Become a Model with tips on applications and international markets such as New York, London and Paris.
The Most Important Facts at a Glance
- THE $KULL is Plein’s first fragrance creation, licensed through Falic Group
- Sweet oriental Eau de Parfum with bourbon vanilla as the main note
- Bottle as a 3D skull, approximately 75–110 € depending on size
- Launch event at the Berlin flagship store on Ku’damm 195
- Statement fragrance, not a subtle everyday companion
- Brand strategy: Carry the Plein-Skull into every perfume store
- Recommendation: Plein fans go for it, fragrance purists skip it
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