NEW YORK — Ferragamo Parfums has dreamed up a fresher, younger addition to its Incanto franchise: Incanto Dream, which launches in April.
Joining Incanto Pour Femme and Incanto Pour Homme, Incanto Dream is a “new dimension” for the franchise, according to Steven DeMelis, director of marketing for Ferragamo Parfums at Gary Farn Ltd., the brand’s U.S. distributor. Incanto Dream is being positioned as a more youthful counterpart to the original Incanto.
While Ferragamo Parfums execs declined to comment on sales figures, industry sources estimate the fragrance could bring in up to $2 million in first-year retail sales in the U.S. alone.
“It targets a young woman in her 20s and 30s,” said Luciano Bertinelli, general director of Ferragamo Parfums. “A lighthearted woman who lets herself indulge in optimistic dreams.”
Created by Laurent Bruyere of International Flavors & Fragrances, Incanto Dream features top notes of pineapple, black currant, mango and pink lady apple; middle notes of peony and freesia, and notes of sandalwood and musk at the base.
Interestingly enough, Bruyere said that in creating the fragrance, he was inspired by the act of releasing balloons and the energy and joy behind such an experience. Bruyere likened Incanto Dream’s top notes to balloons taking flight, the middle notes to balloons dispersing in the sky and the drydown of the fragrance as something that evokes the “pleasure you have after such a moment,” he said, with notes that are “comfortable, sweet and warm.”
“It’s like a waking dream — it starts like an explosion of colors, then you see the balloons flying in the sky and becoming smaller and smaller, like colored bubbles,” he said. “For me, [the fragrance] evokes the ecstasy a person feels believing that a dream will come true.”
Perhaps the most evocative aspect of Dream’s sparkling, fruity, floral fragrance is the bottle itself, which features a hot pink, orange and yellow color scheme and tropical flower accents.
The original Serge Mansau-designed Incanto bottle, with its oval shape and elliptical cap, was kept. However, creative agency Sylvie de France redesigned the bottle to create a mood of “an enchanted world, inspired by Mediterranean colors,” as well as Ferragamo’s recent fashion designs, according to Bertinelli. The Incanto Dream bottle features the Salvatore Ferragamo signature, along with the word “Dream,” visible through the back of the bottle, with “Incanto” in red print on the front.Ranging from $40 for a 1.7-oz. bottle to $75 for a 3.4-oz. bottle, Incanto Dream will also feature a Perfumed Body Lotion for $37 and a Shower Gel for $30. Advertising and promotional programs for Incanto Dream are still in development, but the company said that it is planning on a sampling effort that includes more than 500,000 vials, one million blotters and over three million scented strips.
Incanto Dream launched Feb. 1 in Japan, and will be followed by a March launch in Italy. Beginning April 1, it will hit U.S. markets, and will be available in Ferragamo boutiques, Sephora and Bloomingdale’s.
Bertinelli noted that the company has also developed a small fashion collection, inspired by the colors of Incanto Dream, specifically for Asian and Duty-Free Shops markets, which will also be available in Ferragamo boutiques. By the end of April, the company will expand the scent’s distribution to include Nordstrom and possibly other retailers, including Saks Fifth Avenue and Neiman Marcus, according to DeMelis, who said that Incanto Dream will reach full U.S. distribution at no more than 400 doors.
Luxury handbag resale company @rebagofficial is planning to sell a rare collectible for $70,000: the @hermes White Crocodile Himalayan Birkin. The exclusive Birkin sold for about $100,000 in 2008, when @davidbeckham bought one for his wife @victoriabeckham to add to her collection. Read more about the rare Birkin on WWD.com #wwdaccessories
With her costume pearl necklace and what-you-see-is-what-you-get style, Barbara Bush, who died Tuesday at age 92, was a straight-shooter from start to finish.
Born Barbara Pierce in New York City, Bush served as the 37th first lady, as well as the country’s second lady from 1981 to 1989. In addition to being part of the longest presidential marriage — 73 years — Bush also had the unlikely distinction of having one son, George W., become the 43rd president and another son, Jeb, run unsuccessfully in 2016. Having served as second lady during the Reagan administration’s two terms and lived all over the world during her own husband’s ascending political career, Barbara Bush made it clear that literacy — not fashion — was her priority. Read more from Rosemary Feitelberg’s obituary on the late First Lady in WWD.com, link in bio. #barbarabush #wwdnews
Western and ’90s trends have influenced denim for fall 2018. Think raw, dark and coated jeans mixed with bold prints and tough leather. #trendtuesdays #wwdfashion (Styled by @thealexbadia;📷: @ryanplett)
@denimdaysfestival, which initially launched in Amsterdam in 2014 and has since expanded to New York, is heading to Nashville for the very first time. The two-day festival, which will take place in November, will feature brand activations, hands-on workshops by artisans and denim mills, a vintage market, live entertainment, and local food and drinks. Get all the details on WWD.com. #wwdnews #wwdfashion
Later this month, the popular “Diana: Her Fashion Story” exhibit will be reopening. @historicroyalpalaces, the charity that manages @kensingtonroyal, has been working towards adding new, never-before-seen garments to the exhibit, including this dress created by Gianni Versace for a fund-raising dinner at the Museum of Natural History in Chicago. The exhibit will reopen on April 26 at Kensington Palace @wwdfashion
“Our family has always been engaged and interested in the world around us. [My brothers and I] were always encouraged to have our own opinion at a young age, which is not always something a child is asked — especially to have an opinion with reasoning behind it,” said @yarashahidi on becoming an activist. We caught up with the 18 year old last week, where she talked about her road to acting, how “Black-ish” led her to start conversations about identity and more. Head to WWD.com to read what she had to say #wwdeye (📷: @chelsealaurenla)