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Bulgari Makes Scents for Evening

NEW YORK — Bulgari is adding a facet to its Blu lineup. <BR><BR>The noted luxury jewelry and accessories house, which already markets eight scents, is beginning to roll out Bulgari Blu Notte Pour Femme and Bulgari Blu Notte Pour Homme...

NEW YORK — Bulgari is adding a facet to its Blu lineup.

The noted luxury jewelry and accessories house, which already markets eight scents, is beginning to roll out Bulgari Blu Notte Pour Femme and Bulgari Blu Notte Pour Homme — two scents that comprise the brand’s first “evening scent” masterbrand, said Bulgari executives. Both scents join the firm’s Blu collection and are permanent additions to the house’s fragrance lineup.

Paolo Alberti, executive vice president of Bulgari’s perfume and licenses division, noted that the Blu Notte scents are characterized by “deep, warm and enveloping” notes.

“[These scents] embody refined seduction, along with the secrets and mystery of the night — the concept was developed around the idea of ‘nightly scents that stir the senses,’” said Alberti.

This is a point of difference from the rest of the brand’s portfolio, Alberti explained, adding that, for instance, the Eau Parfumée lineup “embodies the universe of fresh and relaxing,” while Bulgari Pour Femme, a floral scent, and Pour Homme, a woody scent, are “an expression of timeless values, very close to our brand’s jeweler’s heritage.”

It’s not the first time the brand has done a riff on its Blu masterbrand. In October 2002, the company did a limited-edition women’s scent called Absolute Blu, calling it a “winter scent” — a takeoff from most companies’ “summer” limited editions. At $62 for 1.3 oz., it was actually $7 more than the women’s Blu scent, which executives said was due to its higher concentration of essential oils.

Both Blu Notte scents include floral and food accords and have galanga and dark chocolate notes in common. Blu Notte Pour Femme is built around vibrant galanga and iris notes, accented by vodka and dark chocolate notes. Blu Notte Pour Homme is built around an accord of galanga and tobacco flower, surrounded by dark chocolate and wenge wood notes. Both juices were created by Firmenich’s Alberto Morillas.

The rollout consists of two eaux de toilette: a 1.7-oz. men’s version for $50 and a 1.3-oz. women’s version for $60.

The duo is rolling out to Macy’s and will enter Bloomingdale’s and Neiman Marcus in October. By yearend, both scents are expected to be in 300 doors in the U.S., with another 200 doors to be added by yearend 2005, said Alberti. While Alberti wouldn’t comment on projected first-year sales, industry sources estimated the masterbrand would do about $50 million at retail globally in its first year on counter.

Bulgari plans to distribute about five million samples globally in the scent’s first year on counter. This includes scented pieces promoting both fragrances, as well as catalogue advertising and Internet sampling.

— J.N.