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PARIS — Those lazy, hazy, crazy days of summer are calling to Parfums Kenzo.
The LVMH Moët Hennessy Louis Vuitton-owned brand will pay a fragrant homage to the season this April, with a global introduction of the Summer by Kenzo women’s scent. It is Kenzo’s second take on summer, following its Parfum d’Ete introduction in 1992.
“We wanted to reinterpret summer,” said Johanne Leneveu, product manager at Parfums Kenzo, adding that while Parfum d’Ete is a floral green scent, Summer by Kenzo is meant to recall the smell of sun-kissed skin.
The juice, concocted by Alberto Morillas of Firmenich, includes notes of bergamot, citron, mimosa, violet, almond milk, musk, amber, cedarwood and styrax.
The new fragrance, like Parfum d’Ete, is packaged in a leaf-shaped bottle. However, the scent’s flacon was tweaked to be more ergonomic than its predecessor’s. One of its sides is also tinted yellow, infusing the leaf with a sunny glow.
The scent’s single- and double-page advertising, shot by Parfums Kenzo’s creative director, Patrick Guedj, features model Katy Braitman reclining in a field of yellow flowers beneath a blue sky.
Leneveu refused to discuss sales projections for Summer by Kenzo, but industry sources estimate it could generate 12 million euros, or $15.3 million at current exchange, in wholesale volume in its first year.
Summer by Kenzo will be available as 25-, 50- and 75-ml. eau de parfum versions that will retail in France for 40.70 euros, 60.50 euros and 70 euros, respectively, or $52, $77 and $89.50.
This story first appeared in the February 11, 2005 issue of WWD. Subscribe Today.