Giorgia Martone, daughter of fragrance manufacturer ICR-ITF Group president Roberto Martone, wants American women to smell as bellissima as she claims her Italian counterparts do.
Martone, marketing director for ITF, along with members of her Italian press team, editors and socialites, gathered at the terrace at the Gramercy Park Hotel Wednesday night to mark the American debut of the firm’s Bellissima scent, a crisp, floral musk.
The scent is billed as a romantic representation of the fashion house, founded in 1977 by designer Anna Molinari and her husband, Gianpaolo Tarabini Castellani.
“It’s an old icon of romance,” Martone said of the peachy-pink-hued scent. “It is about being beautiful on the outside and the inside.”
The simple glass bottle and cap were designed by Thierry De Baschmakoff and the juice mixed by Sophie Labbé of IFF. The marketing campaign features Italian model Bianca Balti and was shot by Italian photographer Michelangelo di Battista. Martone said in-store promotions as well as sampling will help get the word out to customers.
“Blumarine is all about femininity — it wants to be what is in the mind of the consumer,” said Martone. “We are showing the U.S. the Italian way of feeling beautiful.”
Bellissima is now available at Nordstrom and will roll out to Sephora stores in the U.S. in November. Plans call for a rollout to key markets like Northern and Eastern Europe, Japan, Hong Kong and Singapore next year.
Scent to School at FIT
Virginia Bonofiglio, the Fashion Institute of Technology’s associate professor of cosmetic and fragrance marketing, gave corporate executives who make a living from the fragrance industry, and members of the beauty press, a lesson in perfumery at the only college fragrance studio in the U.S. on Tuesday.
The Forensics of Fragrance Workshop, sponsored by the Fragrance Foundation and its Public Relations Executive Task Force, aimed to provide a closer look at the art and science of scent. The event was held at the Annette Green Fragrance Studio at FIT, and included a look at the physiology of the sense of smell and a breakdown of the basic fragrance categories. Samples of four natural aromas were passed around to test scent association and identification. Bonofiglio then performed an “odor triangle challenge” to determine which of three samples was different than the other.
Those in attendance also had the opportunity to re-create an ancient Egyptian Kyphi recipe, which was found in hieroglyphics on the side of the Temple of Horus in Egypt. Kyphi, which is made up of different resins like frankincense, myrrh and benzoin, was used in religious ceremonies and said to have healing properties.
Additionally, the chemistry of fragrance and the deconstruction of scent was explored. A formula based on a headspace analysis of tuberose gave participants the chance to re-create the smell of the living flower, which is found in fragrances like Chloé by Karl Lagerfeld and Kors by Michael Kors.
As the fragrance industry continues to suffer from slower sales, Bonofiglio said the class was an opportunity to explore the deeper side of scent, part of the Fragrance Foundation’s campaign to raise awareness and create a renewed interest in the category.
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Quenum, creator of the fashion blog “J’ai Perdu Ma Veste,” was a fashion week fixture, and regularly shot for New York magazine’s The Cut, among other outlets, and brands such as Louis Vuitton, Moncler and Adidas. He was also actively involved in the #NoFreePhotos initiative, which kicked off in the fall. Read more about Quenum in @kbsmoke's story on WWD.com. #wwdnews
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