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Kenzo Gets Modernized

<CS:BOLD>PARIS -- Spring cleaning has begun at Parfums Kenzo.<BR><BR>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...

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.