PARIS — Parfums Azzaro is hoping to appeal to young adults with a double take on fragrance.
The division of Groupe Clarins will introduce Twin, a masterbrand, starting in January. The duo follows the launch of Now, also a masterbrand, which made its debut last year.
“Now was about immediacy and love at first sight,” said Patrice Vizioz, Parfums Azzaro’s international marketing director. “Here [with Twin] we’re dealing with seduction, sensuality and the idea of love as a game.”
The fragrances fill out Azzaro’s beauty portfolio, which was already bolstered in September by Azzaro Couture, a scent created for a very tight, upmarket distribution network.
“We’re rejuvenating the brand, which has maybe been a bit sleepy,” said Joël Palix, president of Clarins Fragrance Group, a division of Clarins formed in September, which groups the firm’s Thierry Mugler, Azzaro, Porsche Design and Swarovski perfume businesses and boasts annual retail sales of more than 600 million euros, or $763.4 million at current exchange. “This coincides with what’s going on in Azzaro fashion.”
Like the Now scents, the Twin fragrances are packaged in curved, arching bottles, which are meant to fit snuggly into the palm of a hand. Designer Emmanuelle Royer created the flacons, which are white for the women’s fragrance and black for the men’s.
Firmenich perfumer Annick Ménardo created Azzaro Twin Women’s juice, which includes notes of rose, peach, almond tree flower, iris and musk. Robertet’s Sidonie Lancesseur, Richard Ibanez and Michel Almairac, meanwhile, concocted Azzaro Twin Men, which comprises notes of bergamot, green apple, mandarin, sweet almond, patchouli, nutmeg, rosewood and sandalwood.
The eaux de toilette will be available in 30-, 60- and 80-ml. versions, which in France will retail at 32 euros, 48 euros and 60 euros, respectively, or $41, $62 and $77 at current exchange. While Clarins executives declined to discuss projections, industry sources estimate Azzaro Twin will drum up first-year wholesale volume in the region of 10 million euros, or $12.9 million.
The pair will bow in France in January, and Switzerland and Spain in February. Rollout to other markets will be taken “step by step” Vizioz said.
In other Clarins news, Philippe Perrin became general manager of Clarins France this November, following numerous years in the beauty industry. His most recent position, held since January 2007, was general manager of Coty France. In his new role at Clarins, he replaces Isabelle Herbreteau, who became president of the Clarins brand in May.
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