PARIS — Lanvin hopes to spread the word about its beauty offerings and boost its profile in perfumeries with the launch of women's scent Lanvin Rumeur (Lanvin Rumor, in English) next month.
Created with the French fashion brand's license holder, Inter Parfums, the fragrance is meant to increase Lanvin's fame as a fragrance house. While its 1927 scent Arpège is a classic and its 2002 flanker Eclat d'Arpège garnered positive results, they are often linked by customers to the Arpège moniker rather than to the Lanvin label, according to executives.
"Eclat d'Arpège is a big success internationally," explained Philippe Benacin, president and chief executive officer of Paris-based Inter Parfums SA, the French subsidiary of Inter Parfums Inc. "But Eclat is known as being Arpège rather than Lanvin."
To ensure the new fragrance is indelibly linked with the Lanvin brand, Rumeur features numerous elements inspired by the apparel house, which has become a fashion favorite among celebrities and socialites alike since designer Alber Elbaz took the helm in 2001.
The name Rumeur, for example, recalls a scent introduced by Lanvin in 1934 by the couture house's founder, Jeanne Lanvin. A taffeta ribbon decorating its bottle gives a sartorial twist. The fragrance is meant to appeal to a target group similar to fans of the fashion brand.
"It is not a young scent; it's for women from 30 years old to 80," said Benacin. "It's original, floral and feminine."
"Alber evokes very contemporary, beautiful and feminine women," added Anne Maes-Duboscq, group director of luxury and fashion at Inter Parfums SA.
Francis Kurkdijan of Takasago International, who concocted Rumeur's floral juice, used Lanvin's collections, including tulle dresses with ribbons, for inspiration.
"The idea behind the scent was to be closer to fashion, for fragrance to be a direct extension of fashion," said the perfumer. "I wanted to re-create the femininity of Lanvin, the Lanvin woman."
The juice features top notes of magnolia; middle notes of white rose, jasmine, sambac, seringa, orange and lily of the valley, and base notes of patchouli and musk.
Rumeur's flacon was designed by Aesthete agency in collaboration with Elbaz, who was inspired by an antique bottle he found at Paris' Clignancourt flea market. In a nod to Lanvin's traditional spherical bottles, the flacon is square, but with curved rather than hard edges. It is topped with a gold-colored cap featuring a ring. The black ribbon is tied around the bottle's neck. Rumeur is etched on the bottle in gold-colored writing in a font created by Elbaz.The scent's advertising campaign, shot by fashion photographer Solve Sundsbo, features multiple images of model Amanda Moore wearing a Lanvin couture dress and sporting a funky punk-style hair coif. The single- and double-page ads are meant to portray "a daring woman, rebellious yet elegant, with a strong personality," said Maes-Duboscq.
The eau de parfum will be available as 100-, 50- and 30-ml. sprays priced in France at 75 euros, or $96 at current exchange; 62 euros, or $79, and 36 euros, or $46, respectively. A 15-ml. fragrance extract will retail for 90 euros, or $115. An ancillary line will include a shower gel for 24 euros, or $31; a body milk for 26 euros, or $33, and a deodorant for 20 euros, or $26.
In the U.S., the 1.7-oz. eau de parfum will retail for $65, while the 3.3-oz. eau de parfum is $85. The 0.5-oz. parfum is $125.
Industry sources estimated Rumeur could generate up to 15 million euros, or $19 million, in its first year at retail. Sources estimated that at least $5 million of that amount could be generated in the U.S. market.
Rumeur will make its debut in 1,400 points of sale in Europe in September. In the U.S., Saks Fifth Avenue will have a 13-month exclusive with the fragrance, which will be in 55 Saks doors, said Don Loftus, president and chief executive officer of P&G Prestige's U.S. division, which distributes Lanvin in the U.S. While it's likely that the scent will broaden its U.S. distribution slightly after the exclusive run with Saks is concluded, it won't be by much. "Its distribution will be as exclusive as the scent is," said Nicholas Munafo, executive vice president of sales and marketing of P&G Prestige.
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