PARIS -- Spring cleaning has begun at Parfums Kenzo.
A few months after the LVMH Moet Hennessy Louis Vuitton-owned brand revamped its Kenzo Pour Homme scent, it's gearing up to introduce a tweaked version of 10-year-old Parfum d'Ete.
"After one decade, it is time," said Odile Lobadowsky, president and chief executive officer of Parfums Kenzo.
The idea is to modernize all the Kenzo fragrances in the line -- which includes Flower By Kenzo and Kenzoki, among other items -- with a streamlined, coherent image.
According to Lobadowsky, Parfum d'Ete currently rings up between 10 and 15 percent of the brand's total beauty sales. After the revamp, she said, that volume should spike to 18 to 20 percent of the overall Parfums Kenzo business.
This second edition of Parfum d'Ete is in a clear glass bottle that lies horizontally, whereas the older, plastic-and-glass version, stands upright. Another point of difference is that each of the new bottles, designed by Tipi's Philippe Dapsanse, differs subtly in shape.
Nor is the new Parfum d'Ete's outer packaging uniform. Each of its three fragrance sizes comes in a white box featuring one of five different leaf pictures taken by Veronique Durruty. The packaging was conceived by Research Studios.
"It is meant to be like the multiple personalities of a woman," explained Raphaelle Raymond, head of product for Parfum d'Ete.
As for the green floral juice, created by International Flavors & Fragrances' Antoine Lie, it differs slightly both note- and structure-wise from its predecessor, also a green floral. Rather than being built in a traditional pyramid structure, the new Parfum d'Ete is based on two accords: one green -- with natural green leaves and lily of the valley -- and one floral, including fresh peony and jasmine.
Also accompanying the launch -- which is set to start in mid-April for France; April for Asia; between late May through September for other European countries; early September for the Mideast, and 2003 for the U.S. -- will be single- and double-paged ads featuring model Katy Breitman lying outside under a ray of sun. There also will be a 15-second ad for TV and a 50-second ad for cinema. All ads were shot by in-house marketing director Patrick Guedj; artistic direction for the still visual was overseen by Research Studios.Parfum d'Ete's launch is to include sampling, such as leaf-shaped blotters and 3.5-ml. miniatures.
The 75-ml. eau de parfum spray will sell for about $60, the 50-ml. edp spray for about $45.25 and the 25-ml. edp spray for about $32.20 at current exchange rates and for France.
Also next up, for 2003, is a redesign of Kenzo's "eaux" fragrances its company executives say.
EXCLUSIVE: @tomford is opening its first-ever beauty store. The boutique, which opens November 20 in London’s Covent Gardens, was designed with the over-the-top glam Ford is known for. Read the full story on WWD.com, link in bio. #wwdbeauty #wwdnews (📷: Simon Wagner) #TomFordBeauty
New York-based DJ @harleyvnewton threw a party to celebrate the holiday collection of her dress and pajama line @hvn at the Ladurée Beverly Hills. It Girls @katebosworth, @rashidajones and more joined in on the fun, which included cocktails, croque monsieur sandwiches and a photo booth. #wwdfashion (📷: Owen Kolasinski/BFA.com)
For the holidays, @Burberry partnered with 20-year-old artist @blondeymccoy on a series of three outdoor murals in downtown Manhattan. The murals are McCoy’s interpretation of a Christmas eve party, the idea of charity and the spirit of family. His third mural, pictured here, is the most personal. The image depicts McCoy’s grandparents and father in London’s Trafalgar Square in the Seventies. “My work often features lots of sentimental objects.” #wwdeye
For spring 2018, designers applied bold colors and cartoonish motifs on everything from sneakers and belts to key chains. See all the top men’s accessories trends on WWD.com. #wwdtrends (📷: George Chinsee; Prop Styling by @rnasti; Market Editor: @luiscampuzano)
The @dior-sponsored @guggenheim international gala pre-party has a history of drawing cool-girl musical acts to serenade the crowd –– and last night was no exception. @haimtheband performed songs both new and old, and lured a star-studded audience with the likes of Rebecca Hall, Kate Mara, Mamoudou Athie and more. #wwdeye (📷: @lexieblacklock)
In a partnership between the @metopera and the @englishnationalopera, “Marnie” was born. The opera, with costumes sponsored by @mrporterlive, is an adaptation of the 1961 thriller by Winston Graham. Arianne Phillips, who created the costumes, is no rookie: She’s styled Madonna for her tours and created costumes for a myriad of films in the past. Read WWD’s interview with Phillips, where she talks about her inspiration for the opera’s costumes on WWD.com #wwdfashion
@barneysnyc took a different approach to their holiday windows this year. Instead of Christmas decor, Barneys tapped @thehaasbrothers to tell a story of positivity, gratitude and inclusivity via heartwarming silliness and humor. “It’s about kids and it’s about coming together and being family and loving each other,” said Simon Haas. #wwdfashion (📷: @joshuascottphoto)
Beauty influencer @kandeejohnson makes her foray into hair care with a collaboration with @ogx_beauty — making it the first time that OGX has teamed up for a product creation. The collab includes shampoos and conditioners in three scents. At 39 and a mom, Johnson is a different profile than the emerging social media stars, but is considered one of the pioneers of the digital beauty influencer world. Read WWD’s interview with her on wwd.com, including the strangest beauty product she’s ever tried #wwdbeauty