By  on July 27, 2007

Lisa Hoffman, wife of actor Dustin Hoffman, hopes to change the way women wear fragrances this fall with the launch of her Variations collection, a line designed to offer scents suitable for both day and night.

"I always have a favorite fragrance — whether it's for a week, three months, or several years. But I was frustrated that certain fragrances were great in the evening, but overwhelming in the morning," said Hoffman, who added that she's always wanted to wear a little fragrance to bed, but found most to be too strong. "I wanted to create a fragrance with several variants based on the way you live your life."

Launching in November, the three fragrances are French Clary Sage, a blend of linen and cotton accords combined with Sicilian bergamot and French clary sage; Tunisian Neroli, which combines French ylang-ylang, French golden amber, Italian lemon, South African buchu leaf and Tunisian neroli, and Tuscan Fig, which has notes of amber, wood, musk, French jasmine, honeysuckle, osmanthus, Madagascar vanilla bean and gardenia, Tahitian tiare flower and tuscan fig. Within the collection, there are four versions of the scent designed for morning, daytime, evening and bedtime, said Hoffman.

Rather than offer a traditional perfume, the company decided to go with pulse point rollerball oils, which contain a 15 percent concentration of pure oil. Created by Ellen Molner at Givaudan, the portable fragrances are designed to last up to four hours at a time. Each of the fragrances' four essential oils will retail for $150 for 0.17 oz. and a leather case, with refills available for $90 starting in January. The packaging, created by Marc Rosen, is designed to reflect each scent's spirit. For example, Tuscan Fig comes in an amber pouch, while French Clary Sage is available in a deep green case.

The Variations line will be sold at Bergdorf Goodman, Apothia at Fred Segal, five Harvey Nichols stores in the U.K. and Colette in Paris. The collection will also be available at lisahoffmanskincare.com. Over the next year, the line will roll out to Harvey Nichols in Istanbul, followed by other locations in Hong Kong

and Dubai.

The Variations collection will expand in the spring with two additional scents — Madagascar Orchid and Japanese Agarwood — taken from her bath and body collection. In the next year, the brand plans to enter luxury hotels and high-end spas and launch a spa facial skin care line, said Hoffman.Industry sources estimate that the Variations lineup, including the original fragrances and the two spring scents, will generate more than $3 million in first-year retail sales.

Pamela Vaile, a product and marketing consultant to Hoffman, noted that Variations "breaks all the rules" of fragrance, adding that in the development process, the company had to study how the nose reacts to smells throughout the day.

"The nose is more sensitive in the morning and tends to like fresher, cleaner citrus notes, while olfactory senses are at their peak during the day," said Vaile. "The nose fatigues in the evening, so we used deeper, richer and more concentrated notes. The bedtime scent is just a nod to the scent because the nose is at rest."

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