Coach has won over Gen Z in handbags and accessories: next, it looks to do the same in fragrance.
The brand has unveiled two spring scents, Coach for Men Pure Platinum Parfum and Coach Cherry, which will launch in stores this month and mid-April, respectively.
Pure Platinum is Coach’s first scent fronted by 28-year-old singer-songwriter Omar Apollo, whom the brand named as an ambassador in January. With notes of lavender oil, rum absolute and cedarwood, the parfum is the most intense juice to join the Coach for Men franchise yet, which otherwise entails eaux de parfum and toilette.
Retailing for $100 for roughly 60 ml., Pure Platinum is also on the more affordable side of a parfum, a format which has seen rising interest as “beast mode” scents, or scents which offer strong and lasting wear, become increasingly popular among Gen Z and teen boys, in particular.
Omar Apollo for Coach Pure Platinum.
Courtesy of Coach
Coach Cherry, also a parfum, is fronted by 22-year-old Storm Reid and contains mandarin, patchouli, pink pepper and tonka in addition to its namesake note. The scent retails for $105 for 50 ml., and like Pure Platinum, will roll out to Ulta Beauty, Macy’s and Dillard’s in addition to coach.com and Amazon. (Pure Platinum will have additional distribution at Sephora).
“Coach Cherry has a bright confidence that captures the energy of today’s generation,” said Coach creative director Stuart Vevers in a statement, adding that the launch was inspired by Coach’s cherry bag charm, which in 2024 went viral as the bag charm trend began taking off among Gen Z.
Storm Reid for Coach Cherry.
Courtesy of Coach
Other Coach offerings have similarly struck a chord with the cohort, including handbags as customers increasingly seek under-$1,000 offerings, as well as Coach’s Soho Sneaker, a roughly $155 fashion sneaker which the brand continues to iterate on.
Gen Z shoppers are a key growth driver for the fragrance category, which is now in its sixth consecutive year of growth and in 2025 began to see mass and masstige offerings outpace the growth of prestige scents, a favorable shift for Coach’s latest offerings.
