By  on August 28, 2009

MILAN — Blumarine will christen its fragrance license with a scent named after one of Italy’s most often used words.

Bellissima is the first fragrance for the ultrafeminine fashion house, founded in 1977 by designer Anna Molinari and her husband, Gianpaolo Tarabini Castellani.

Bellissima’s launch, slated to hit Italian shelves in September, is the result of a license with fragrance manufacturer ITF. The firm, owned by Roberto Martone, inked a deal with Blufin, which owns Blumarine, in late 2007.

Industry sources estimate Bellissima could ring up 30 million euros, or $42.9 million at current exchange, in first-year retail sales.

A global launch for the scent is planned to follow Italy, and the scent is expected to sell in 7,000 doors by 2010.

From October Bellissima will launch in the U.S. in Nordstrom, Neiman Marcus and Sephora.

Other key launch countries include Northern and Eastern Europe, followed by Japan, Hong Kong and Singapore in 2010.

At ITF’s headquarters on Via Tortona, Martone said his firm collaborated closely with designer Molinari to create the floral-musk eau de parfum scent and its packaging.

“Anna Molinari is a designer that has really clear ideas,” said Martone. “Her enthusiasm really fascinated us.

“We share the same sentiments when it comes to working,” he added, “as we are both industrialist Italian families.”

Nose Sophie Labbé from International Flavors & Fragrances Inc. concocted the juice, which has a peachy-pink hue. The scent’s pyramid is broken down by top notes of dewdrops, ginger, orange and grapefruit dubbed “attractive,” while the heart notes of peony and passion flowers are referred to as “romantic.” Base “sensual” notes include sandalwood, vanilla flowers, musk and cashmere.



Bellissima is only available as an eau de parfum, in three sizes: 30 ml. for $50, 50 ml. for $70 and 100 ml. for $92. A full auxiliary line will accompany the launch with a bath and shower gel, 200 ml. for $33; body lotion, 200 ml. for $39; deodorant spray, 100 ml. for $32, and body cream, 200 ml. for $71.

Martone said Bellissima’s prestigious positioning was more suited to an eau de parfum. “We really wanted Blumarine’s first launch to have a strong prestigious, unique and luxury image,” he said.

Bottled in a heavy, rectangular clear glass flacon designed by Thierry De Baschmakoff, Bellissima is topped with a faceted, circular crystal cap.

“It’s a really prestigious flacon,” explained Martone, holding the cap in his hand. “We really studied every detail to render it more special, sensual and classic, from the lettering of the fragrance’s title to the exact hue of peachy pink on the carton and the juice.”

Shot by Michelangelo Di Battista, Bellissima’s print advertising campaign features Italian model Bianca Balti.

Martone said the Bellissima project is expected to be updated in 2011 with a launch that will be an eau de toilette twist on the original scent.

Next year, Martone and ITF will amplify the Blufin fragrance license with the first launch for younger women’s line Blugirl.

Martone said, “Blugirl perfumes could be a integral building block to the Blufin fragrance portfolio and allow the launch of younger, more commercial and more price accessible scents.”

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