PARIS — Canada’s Lise Watier is gearing up for the September global launch of the women’s fragrance called Capteur de Reves (Dream Catcher, in English), inspired by Native Canadians’ lucky charms.
The Mission: “Today, spirituality plays a big part in people’s lives. We wanted to build on that,” explained Marie-Lise Andrade, vice president of marketing at the firm and daughter of its president, Lise Watier. “After Sept. 11, people became less materialistic and [more interested in] deeper values.”
Capteur de Reves is the first “warm” scent in the brand’s portfolio of “fresh” fragrances, which includes Neiges, Eau de Mer and Eau de Vie, among others.
The Concept: Dream catchers, rounded frames fitted with woven nets used by Native Canadians to ward off bad dreams, were the scent’s inspiration. Watier said she has long been intrigued by them and wanted to create a fragrance embodying dream catchers’ spirituality.
The scent’s bottle, designed by Montreal-based Goodhue et Associes, is framed by a silver ring engraved with the phrase “suis la voie de tes reves et ton ame connaitra la paix” (“follow the direction of your dreams and your soul will know peace”).
The Goal: While Lise Watier executives refused to divulge sales projections, industry sources estimate the scent could generate $4 million in retail volume in the first 12 months.
The Creation: The scent was concocted by International Flavors & Fragrances’ Christine Baillefard. It features top notes of fig and lily, middle notes of rose and lotus and base notes of white musk, plus exotic and blond woods.
There are 50- and 100-ml. eau de parfum Esprit de Parfum (spirit of perfume) sprays and a 6-ml. Extrait de Reves (extract of dreams) fragrance roll-on. These will sell for $47, $65 and $33, respectively. All prices have been converted from the euro at current exchange rates and are for France.
The Message: A Native Canadian is featured in the advertising campaign, which will break at launch.