PARIS — Balmain is upping the fashion quotient for its new women’s fragrance Extatic, conceived with the label’s creative director Olivier Rousteing.
This story first appeared in the January 17, 2014 issue of WWD. Subscribe Today.
“It is the real start of the new Balmain era,” said Philippe Benacin, chairman and chief executive officer of Inter Parfums SA, which took over the brand’s fragrance license in 2012. “Extatic is very close to the message of the fashion — very glamorous, edgy, high fashion [that’s] glittering and a little sensual.”
Symrise perfumer Emilie Coppermann concocted the oriental floral juice. In its top are notes of rose, nashi pear and osmanthus, while the heart has sharry baby orchid, iris and night jasmine. Amyris, cashmere wood and Barenia leather notes are in the base.
The name Extatic was chosen for its “energetic” and “dynamic” nature, said Benacin.
The bottle’s outer packaging, which appears to be decorated with gold-colored chain mail, is meant to be reminiscent of a Balmain jacket. And Extatic’s flacon is a mix of metal and glass.
Featured in the fragrance’s single- and double-page advertising is the label’s often-used model Anna Selezneva, who was photographed by Karim Sadli.
Extatic will be launched in February in numerous European countries, the Middle East and Far East, followed by South America. The U.S. is expected to introduce the scent in the second half of 2014.
In France, the 90-, 62- and 40-ml. eau de parfum sprays will retail for 85, 59 and 42 euros, or $116, $80 and $57 at current exchange, respectively.
Inter Parfums executives would not discuss sales projections, but industry sources estimate Extatic will generate about 20 million euros, or $27.2 million, in first-year retail sales worldwide, where the scent is expected to be in approximately 4,000 doors ultimately.