The Italian fashion brand is now rolling out Gucci Envy Me, a little sister for its 1997 scent, Gucci Envy, with its beauty licensee, Cosmopolitan Cosmetics, a division of Procter & Gamble-owned Wella.
Envy Me, which was created with Tom Ford, Gucci’s former artistic director, is meant to be a more lighthearted iteration of Envy and to appeal to a younger audience.
“It’s still very sexy and seductive, as Envy is based on desire, but it’s for younger women, so the type of seduction is different,” said Ann Boutigny, marketing vice president at Cosmopolitan Cosmetics. “Envy Me is in a universe of playful seduction.” The scent targets women ages 18 to 35, whereas Envy’s audience is between 25 and 40.
Envy’s packaging was tweaked to become more appealing to that target. Both Envy Me’s outer carton and its tall, rectangular bottle are decorated with Gucci’s double-G logo in pink. The scent’s name is emblazoned on the flacon’s white cap.
The fragrance’s floral, musky, fruity juice was concocted by Mane’s Karine Dubreuil. Its top notes include pink peony, jasmine, pink pepper, lychee, pomegranate and pineapple. At its middle are pink musk, seringa and white tea notes, while sandalwood, teak and white musk notes are in the scent’s drydown.
The eau de toilette will come as 100-, 50- and 30-ml. sprays that will retail in France for $95.70, or 78 euros at current exchange; $71.10, or 58 euros, and $46.60, or 38 euros, respectively. A bath line, including a 200-ml. body milk and a 200-ml. bath and shower gel, will sell for $40.50, or 33 euros, and $36.80, or 30 euros, respectively.
Boutigny refused to divulge numbers; however, industry sources estimate the fragrance could generate $30 million in wholesale volume in its first year.
Envy Me will bow first in Harrods in the U.K. this week. It will then be introduced worldwide in September, save for the U.S., which will get the scent in early 2005.Its launch will be supported by a single- and double-page advertising campaign. The ads, shot by Mert Atlas and Marcus Piggot, feature Czech model Hana Soukupova. Sampling will include 3-ml. miniatures.
As one of the most recognizable models in the world, Christy Turlington Burns has an insider’s view of the fashion industry and the allegations of sexual harassment swirling around it. “I can say that harassment and mistreatment have always been widely known and tolerated in the industry. The industry is surrounded by predators who thrive on the constant rejection and loneliness so many of us have experiences at some point in our careers,” Turlington told WWD, along with her suggestions for how the modeling world should protect younger women and men. Read more on WWD.com. Link in bio. (📷: Tony Palmieri) #wwdnews
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The annual Veuve Clicquot Polo Classic in Pacific Palisades this weekend drew Kate Hudson, Tracee Ellis Ross, Laura Dern and more. See pictures of the star-studded event on WWD.com. (📷: @chelsealaurenla) #wwdeye
In his new book “Hollywood Royale,” Andy Warhol’s Protégé Matthew Rolston celebrates the Eighties revival of Hollywood glamour. Featuring more than 100 portraits taken by Rolston from 1977 to 1993, the book contains photos of icons like Michael Jackson, Cyndi Lauper, and @drewbarrymore, pictured here in 1991. “Hollywood Royale,” out today, will be accompanied by an exhibition opening at Los Angeles’ Fahey/Klein Gallery on March 1. #wwdeye