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PARIS — There soon will be more to envy at Gucci.
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.
This story first appeared in the August 27, 2004 issue of WWD. Subscribe Today.
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.
— Brid Costello