MILAN — Ferragamo Parfums sees its newest fragrance, a September introduction called Tuscan Soul, as an avenue of entry into the spa business.
This story first appeared in the July 9, 2008 issue of WWD. Subscribe Today.
The new scent is billed as part of what the firm calls its lifestyle beauty project, which it eventually plans to spin into Ferragamo branded spas.
“This project has been interesting to develop,” said Luciano Bertinelli, managing director for Ferragamo Parfums. “It’s not defined as a men’s or a women’s scent, we are talking about a lifestyle that is the essence of Salvatore Ferragamo.
“So,” he added, “it’s a natural and easy step for us to build on the brand with spas.”
Though Bertinelli didn’t disclose the location of the first Ferragamo spa, the Ferragamo Group’s Rome- and Florence-based hotels are pegged as obvious starting points.
The Tuscan Soul fragrance project is designed to capitalize on one of Ferragamo Parfums’ existing monikers. The beauty firm dubbed its first-class travel kits for airlines and amenities for hotels Tuscan Soul, products that it began distributing in November 2006. That same month, Singapore Airlines signed the first license with Ferragamo Parfums to give Tuscan Soul travel kits to its first-class passengers. Since then, six more airlines have taken the products onboard, including Saudi Arabian Airlines and Aero Mexico.
Ferragamo Parfums spent 18 months developing the Tuscan Soul fragrance, a citrus-floral-woody eau de toilette that was blended by perfumer Pierre Bourdon of Fragrance Resources. The scent is meant to “capture the enchantment and the aristocratic sweetness of life in Tuscany,” according to Bourdon. To that end, it was given top notes of bergamot and petit grain, a heart of magnolia blossom and orange blossom, and a base of iris flower and fig tree.
The frosted glass Tuscan Soul bottle, which was designed by Partisan du Sens, features a square base that extends up into a column, and has a honey colored cap. The Salvatore Ferragamo logo is printed in red on a silver strip at the top of the flacon.
To support the launch of the scent, Ferragamo Parfums tapped photographer Mario Testino for a print ad campaign, which depicts a man and woman embracing. Additionally, a television campaign, which was directed by Zoe Cassavetes, portrays vignettes of the Tuscan lifestyle.
Tuscan Soul will be available in three sizes: 40 ml. for $60, 75 ml. for $80 and 125 ml. for $105. A line of ancillary products will accompany the launch of the scent and includes a body lotion, 150 ml. for $50; a shower gel, 150 ml. for $40; a shampoo, 150 ml. for $30; a conditioner, 150 ml. for $30, and an alcohol-free deodorant stick, 75 ml. for $20.
Industry sources estimate the scent could generate retail sales of $40 million during the year following its September launch in Ferragamo Parfums’ global markets of Europe, Asia and the U.S.
Bertinelli said Ferragamo Parfums aims to expand the Tuscan Soul collection to include a line of home fragrance products like candles and incense, as well as bath salts.
When formulating Tuscan Soul’s bath and body line, Ferragamo Parfums chose key ingredients from Tuscany that include sunflower for its hydrating, rebalancing and soothing properties; iris, which contains antioxidants, and white lupin, which are flower seeds that are said to stimulate collagen production and have elasticizing and firming effects on the skin.
“We have bottled the spirit and the goodness of Tuscany in this project and it’s an excellent starting foundation to build a lifestyle brand upon,” said Bertinelli.