By  on August 26, 2008

LONDON — Paolo Borgomanero revels in breathing life back into beauty brands.

That’s why the Italian, who formed part of the trio responsible for resuscitating Acqua di Parma in the Nineties before selling it to LVMH Moët Hennessy Louis Vuitton in 2003, concocted The Party, a fragrance brand inspired by a Manhattan antique store find.

“For me, it’s a pleasure, a hobby,” said Borgomanero of his latest venture, explaining that he created the line’s debut fragrance, called The Party in Manhattan, based on a bottle of oxidized scent found while shopping.

“The fragrance was still magic,” he recalled, adding that he discovered the discontinued fragrance was originally called Galore and launched with a glamorous New York party in the Thirties. He decided to re-create the juice, and in honor of its first iteration, dubbed it The Party in Manhattan.

Now plans call for distribution of the scent, which was introduced in 2006, to be expanded in the U.K. and abroad. Another scent, a men’s fragrance called The Party at Ten, bowed in Italy earlier this year.

The Party in Manhattan’s chypre juice comprises top notes of bergamot, mandarin, sage and carrot seeds; heart notes include jasmine, rose de mai, ylang-ylang and carnation, while the scent’s base accord includes vetiver, patchouli, oakmoss, musk, orris and ambergris.

The scent, which is packaged in a square bottle and topped with a weighty metal cap, is presented in a vintage Venetian-paper-covered box decorated with a tassel. The Party in Manhattan, which has been sold through about 60 doors in Italy during the past two years, currently is being rolled out to department stores in the U.K. including Selfridges, the Roja Dove Haute Parfumerie at Harrods and Fortnum & Mason. Plans are in the works to enter the U.S. in the second half of next year.

“I’m so excited about it,” said Selfridges fragrances buyer Nicola Tompkins. “It’s beautiful and I love the vintagey look.”

The Party in Manhattan’s lineup comprises 50- and 100-ml. eau de parfum sprays for 245 pounds, or $453.86 at current exchange, and 295 pounds, or $546.48, respectively. A 200-ml. edp topped with an atomizer retails for 495 pounds, or $916.97. An ancillary line, including a body cream, bath gel and body lotion, is also available.

While The Party’s basic stockkeeping units are positioned at the more expensive end of the prestige market, Borgomanero is raising the price bar even higher by offering gem-encrusted flacons, too. One version features a cap studded with 1,420 diamonds weighing in at a combined 40 carats. It will be available for 150,000 pounds, or $277,871.

“I don’t want to build a company in the very traditional sense,” said Borgomanero. “Now it’s a toy for me.”

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