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Angel Hitches Star to Body Products

Angel's star is set to rise again this fall, thanks to its new body product line and debut TV advertising campaign, featuring Naomi Watts.

Angel body products.

PARIS — Angel’s star is set to rise again this fall, thanks to its new body product line and debut TV advertising campaign, featuring Naomi Watts, according to executives at Thierry Mugler Parfums.

The Groupe Clarins-owned brand will introduce Angel Les Parfums Corps, a nine-unit collection of items for the body. Thanks to the IDS-Intense Diffusion System technique, developed with Givaudan, each product in that line gives off Angel’s scent for as long and as faithfully as the actual eau de parfum itself, according to Joel Palix, president of Thierry Mugler Worldwide.

“It is a way to release perfume in gel over eight hours,” he added, explaining the Angel ancillaries used to be less concentrated with scent than the fragrance. “We decided there was no reason for that. This is a kind of revolution in the olfactive industry.”

Angel Les Parfums Corps is to bow worldwide in October, save for a U.S. exclusive at Nordstrom starting in September.

The product lineup will include a 200-ml. body cream for $80, a 200-ml. body lotion for $50, a 200-ml. body oil for $45, a 200-ml. shower gel for $40, a 200-ml. exfoliating cream for $40, a 30-ml. hair mist for $29, a 100-ml. hand cream for $25 and a 50-ml. roll-on deodorant for $25. Exclusive to Bloomingdale’s in October in the U.S. will be a 30-ml., limited edition perfumed gel for $55.

Mugler executives would not discuss sales projections, but industry sources estimate Angel Les Parfums Corps will ring up between $20 million and $25 million in first-year wholesale revenues globally.

Also in October worldwide, as reported, Angel ad spots are to break in 60-, 30- and 20-second versions on TV. The ad, which was created to suggest a contemporary fairy tale, includes Watts wandering through a roomful of Angel bottles suspended in the air like ornaments. The spot was directed by “Dreamgirls” director Bill Condon and photographed by Ali Mahdavi, with Thierry Mugler serving as creative director and scriptwriter.

The Angel campaign will include single and double print pages, too. For the Internet, there is to be a 90-second spot plus a buzz campaign including footage of the making of the ad.

“We wanted an iconic face for Angel,” said Palix of Watts, who will also be the face of Thierry Mugler Beauty makeup starting in 2009. Other Angel faces have included Jerry Hall and Estelle Halliday.