By and  on July 1, 2005

NEW YORK — Alexander McQueen is making room in his kingdom for his ideal woman.

Three years after launching his first women's fragrance, Kingdom, the designer is about to launch his second women's scent this fall, My Queen, as his new olfactive icon.

According to Christine Piccola, senior marketing director for classic and designer brands at the U.S. division of YSL Beaute, the new fragrance has a more feminine positioning, with more of a magical, enchanting fairy-tale aura than McQueen's first scent, which was launched in March 2003.

"I worked with Nick Knight and discussed an image that is long-lasting, romantic, based on the works of Gainsborough and Whistler. It is an image that can last for a long time, a memorable image," said McQueen, who spoke during the fragrance's Paris unveiling , held at the British embassy there on June 21.

"She's my queen," he continued, adding that she's "godlike." "She gives herself to everything around her. She is empowered."

Chantal Roos, chairman and chief executive officer of the parent YSL Beaute in Paris, said of the positioning of the fragrance, "It's a fairy tale and the fairy tale has no end. The idea of the fragrance is to last for eternity and the advertising is the same — the ad is not just of this season."

The fairy-tale aspect was carried through to the purple flacon, which was designed to suggest a bottle of magical potions. Roos noted that McQueen is a collector of precious glass and he suggested that the company hire a designer of Baccarat crystal. The resulting flask personifies the structure of the formula. It is a floral Oriental developed by Anne Flipo and Dominique Ropion of International Flavors & Fragrances — with an unusual formula. The structure of the scent has four facets, dubbed Marvelous, Dazzling, Mysterious and Intoxicating. Each facet, portrayed as individual layers of a woman's personality, radiates from a common heart and shared base.

Marvelous is designed to open with the "innocent, warm and tender" feeling of childhood, Roos said, with notes of Parma violet and sweet almond. Dazzling is meant to be illuminating with orange blossom absolute fused with white musk and heliotrope in a powdery and luminous bouquet of white flowers. The formula then turns more feminine, sweet and intimate with the Mysterious facet, consisting of patchouli, cedar and vetiver. As the name implies, Intoxicating is meant to be charming and bewitching with Florentine iris and vanilla.

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