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Beauty Beat: New Scent, ‘Dimension’ for Ferragamo

NEW YORK — Ferragamo Parfums has dreamed up a fresher, younger addition to its Incanto franchise: Incanto Dream, which launches in April.<BR><BR>Joining Incanto Pour Femme and Incanto Pour Homme, Incanto Dream is a “new dimension”...

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.

This story first appeared in the February 22, 2005 issue of WWD.  Subscribe Today.

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.