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DELL’ACQUA SCENT POISED FOR ROLLOUT

NEW YORK -- "We are going to open the fragrance in countries where the fashion is more visible -- or the other way around," Giovanni Sgariboldi, president and chief executive officer of Euroitalia, said of the growth plan for Alessandro...

NEW YORK — “We are going to open the fragrance in countries where the fashion is more visible — or the other way around,” Giovanni Sgariboldi, president and chief executive officer of Euroitalia, said of the growth plan for Alessandro Dell’Acqua’s inaugural fragrance.

This story first appeared in the June 14, 2002 issue of WWD.  Subscribe Today.

Sgariboldi spoke after a launch event here last week that featured a knot of fragrance executives, including Euroitalia export manager Claudio Tenan, executive creative director Donatella Carrirolo and Connie Ruscio, vice president and general manager of Fragrances Exclusive, the U.S. sales agent handling Dell’Acqua’s new scent.

In the U.S., the fragrance was launched exclusively in half the Nordstrom chain in March, and plans call for a September rollout to other specialty retailers. Sources indicated that Sephora is a likely second venue.

To help push the rollout, supermodel and Dell’Acqua friend Helena Christensen, the face of the brand, strutted into the event last week at Manhattan’s Chambers Hotel. There was one notable absence, though: the designer himself.

“It sounds cliched to say the perfume you’re advertising for is one of your favorites,” Christensen admitted, “but Alessandro’s perfume contains all of the notes of flowers and herbs that I love.” The juice, formulated by Firmenich, includes top notes of pelargonium and coriander, a heart of peony and rose and a base of incense and musk. Pierre Dinand designed the rectangular bottle, whose cap features an elastic “headband.”

The scent launched in Europe and Asia beginning last fall, followed by North America, Australia and the Middle East this year. The full line contains a 1.7-oz. eau de toilette for $50, a 3.4-oz. eau de toilette for $75 and a 1.7-oz. eau de parfum for $60, as well as two 6.7-oz. bath products — a shower gel for $30 and a body milk for $40. Industry sources estimate the fragrance could garner retail sales of $3 million during a slow rollout over the next year.

“[Alessandro Dell’Acqua Parfums] is really becoming a global brand,” said Tenan, who noted that it’s now carried in more than 50 countries. “And we are expecting amazing growth in the next few years.” Tenan added that a Dell’Acqua fragrance for men is slated for next year.

Tenan also noted that the Euroitalia fragrance business as a whole, which includes the Dolce & Gabbana and Moschino brands, has rebounded since Sept. 11. Duty-free sales have returned and are “strong,” he said, as has the Asia-Pacific business, apart from some softness in Japan.