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Mark Badgley and James Mischka are bringing flowers of the night to fragrance counters this fall.
The designing duo will launch Fleurss de Nuit, a limited edition women’s scent, in October.
The inspiration for the fragrance came from a trip to India, where Badgley and Mischka saw a moon garden — an outdoor area with an assortment of flowers that bloom only at night. When the two purchased a Kentucky farm recently, they decided to plant a moon garden on their property — and also to borrow the concept for their new scent.
“We wanted Fleurs de Nuit to be filled with white florals, because those are the flowers that make up a moon garden,” said Badgley, adding that many of the ingredients have romantic stories — such as the scent’s white jasmine notes, which are pollinated by night butterflies.
Developed with Givaudan’s Rodrigo Flores-Roux, Fleurs de Nuit has top notes of magnolia, quince blossom, bergamot and green notes; a heart of radiant white florals, night-blooming jasmine, orange blossom and white peach, and a drydown of silky woods and glowing amber.
Fleurs de Nuit will be available in one size, a 3.4-oz. eau de parfum spray, for $90. It will be available in some 300 specialty stores in the U.S., including Neiman Marcus, Saks Fifth Avenue, Bergdorf Goodman, Nordstrom and Bloomingdale’s, noted Barbara Hodges, director of global fragrance marketing for Elizabeth Arden, which holds the Badgley Mischka fragrance license. National advertising will appear in November fashion, beauty and lifestyle magazines.
While none of the executives would comment on projected sales, industry sources estimated that it would do about $3 million at retail in the time it is on counter, which is expected to be from October through the end of December.
The bottle is a screen-printed version of the duo’s signature fragrance bottle. While the original is clear with a cognac-hued juice, Fleurs de Nuit’s bottle has a lace pattern in silver covering paler juice. “It’s actually screen-printed from one of our brocade prints,” said Mischka.
Badgley and Mischka are also at work on additional fragrances, and hinted that color cosmetics might follow at some point. “We’re known for color, so cosmetics would make sense,” said Mischka. “But we’ll leave skin care to the dermatologists.” They’re also working on a home line, which they hope to have out in spring 2008.
This story first appeared in the August 17, 2007 issue of WWD. Subscribe Today.
“Hopefully, that will be sooner rather than later,” cracked Mischka. “We need sheets for the house!”