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MARRAKECH, Morocco — Kate Moss is lending her sense of style to her debut fragrance, dubbed Kate.
The model, along with Coty Inc., her beauty license holder, feted the launch with a sumptuous soiree in a quirky art-filled space in the medina here Thursday.
The beauty giant aims to capitalize on the wide-ranging appeal that has kept Moss the toast of the fashion set and a household name for two decades.
“[We will] tap into consumer groups that we haven’t tapped into before,” said Bernd Beetz, chief executive officer of Coty, who added the company is building its portfolio on fashion-, designer- and celebrity-oriented pillars. “[Moss] overlaps fashion and celebrity.”
Industry sources estimate the scent, which will bow in Europe and Asia starting in September, will generate $50 million at retail in its first year. Its U.S. launch is planned for spring or fall 2008. The fragrance will be sold through a network of prestige doors and drug stores with perfumery sections. Price points will range from 20 euros, or $27 at current exchange, to 45 euros, or $60, depending on product size.
The scent’s pink-tinted juice, concocted by Firmenich perfumer Nathalie Lorson, is a floral musk. Lutz Herrmann designed its glass flacon, which is topped with a vintage-style black cap. Pink outer packaging is decorated with a black rose design complete with thorns.
Moss worked with photographer Craig McDean on the ad campaign, which comprises a close-up of the model holding a black rose with a thorn brushing her lip. John Mathieson directed television spots showing Moss walking through a field of thistles, which transform into black roses.