MILAN — Roberto Cavalli will make his fragrance debut with a women’s scent set to slither onto European shelves in September. Called Roberto Cavalli, the scent features the designer’s trademark animal prints, particularly snakeskin and zebra stripes, in its packaging and ad campaign.
This story first appeared in the June 7, 2002 issue of WWD. Subscribe Today.
Cavalli designed the rectangular silver box with transparent pink sliding cover, which is printed with zebra and snake patterns, while Serge Mansou designed the bottle, which features a removable plastic serpent at its top.
“It is every designer’s dream to make a perfume,” said Cavalli, who paraded through the launch party with a gigantic boa constrictor on his shoulders. “This is a perfume of temptation.”
Created by Dragoco, Roberto Cavalli is a fresh floral wood with notes such as Calabrese bergamot, freesia and amber. Prices start at $51.66 for a 40-ml. eau de parfum. All prices have been converted from the euro at current exchange rates.
ITF, which is 20 percent owned by Martone and 80 percent by IT holding, holds the worldwide distribution license for Roberto Cavalli Profumo. Company executives declined to discuss numbers, but Vincenza Basile, director of marketing operations, did note that the company will ship 130,000 pieces in Italy at the launch. Roberto Martone, president, said ITF expects overall turnover for the company to reach $145.6 million in five years.
Roberto Cavalli will be distributed in Italy, Austria and Germany in September 2002, and in the U.S. sometime in 2003. In addition to the juice, the lineup includes Bath & Shower Gel (150-ml., $24.42), Body Lotion (150-ml., $29.12), Natural Spray Deodorant (100-ml., $23.48) and Soap with Case (100 grams, $18.78).
The launch will be supported with a $1.8 million print and TV campaign created by Milan-based Les Gitanes. The print ads feature a model sprawled on the sand holding a boa constrictor slinking between her legs and across her upper body. An alternative campaign is being planned in the event that the ad is too racy for the U.S.”