By  on June 3, 1994

PARIS -- For Japur, its second women's fragrance, Boucheron Parfums has turned to the East for inspiration.

The scent, set for an August introduction, is named after a village in India that produces good luck bracelets called "nauratan," which typically are set with nine precious stones representing planets.

The bracelets have special significance for the company, according to Alain Boucheron, president of Boucheron Joaillerie, the parent company, which is known for its jewelry.

"Many Boucheron bracelets have been inspired by 'nauratan,' including the new perfume bottle," he said.

Despite all that, the fragrance does not have Indian imagery in its positioning, nor is the scent itself an oriental, said Anniedi Vicenzo, head of the international marketing team for Boucheron Parfums.

"The juice is fresh and sparkling," she said, providing an alternative to the first Boucheron scent, a semioriental.

Japur will be launched exclusively at Galeries Lafayette in Paris and Bloomingdale's in New York. In September, it will roll out to 2,500 doors in Europe, including 550 in France, as well as 450 doors in the U.S. and 20 in Canada.

Wholesale volume for the new scent is projected at $7.9 million to $10.6 million (45 million to 60 million francs) at current exchange rates this year, and twice that in 1995, said Jean-Claude Le Rouzic, president of Boucheron Parfums.

The firm posted a worldwide wholesale volume of over $46 million last year with its two scents, Boucheron and Boucheron Pour Homme. It is projecting a 15 percent increase to $53 million this year, and a jump to near $60 million next year.

The Japur perfume bottle is shaped like a bracelet and made of opaque and translucent glass, banded in gold and topped with an imitation blue stone. The eau de parfum and eau de toilette bottles are round, decorated with the same stone and gold details.

The fragrance itself was developed by Sophia Grojsman at International Flavors & Fragrances, and has top notes of plum, peach, apricot and freesia. The middle notes have a rose theme, accented by iris, acacia and peony, while the base notes are heliotrope, musk, amber and sandalwood moss.Japur's price points range from $50 (285 francs) for a 50-ml. eau de toilette to $173 (980 francs) for a 15-ml. perfume. A 10-ml. perfume purse spray retails at $67 (380 francs).

Japur's advertising budget will be between $8 million and $10 million this year, Le Rouzic noted, with the same amount tagged for next year's campaign.

"Advertising for the first fragrance was institutional, almost conservative," noted Le Rouzic. "The second is very feminine and sensual, an artistic photograph that is perhaps a bit provocative."

The magazine ad reads, "The new perfume from Boucheron." The black and white photo, taken from the rear, shows a nude woman with her wrists linked by an enlarged version of the bracelet -- meant to suggest the perfume bottle -- with her hands placed strategically over her bottom.

To Read the Full Article

Tap into our Global Network

Of Industry Leaders and Designers

load comments
blog comments powered by Disqus