MILAN — Blumarine and ITF have a romantic new offering for spring: Anna, a musky floral eau de parfum that aims to attract “women who live every moment with passion,” according to Blumarine founder and creative director Anna Molinari.
The packaging, created by ITF’s internal team and French artistic director Thierry de Baschmakoff, is a tribute to Molinari’s longtime fondness for flowers, with a pink cap shaped like a blossoming peony over a simple glass bottle where “Anna” is scrawled in the same color. Perfumers Alexandra Carlin and Maurice Roucel of Symrise developed the juice, which kicks off with top notes of water fruits, peach and apple, over a heart of peony, magnolia, rose and jasmine, and a drydown of sandalwood, musk, vanilla and cashmeran.
“This fragrance has a very happy, young nature,” said ITF chief executive officer Massimo Cappini. “Also in terms of positioning, we lowered prices a bit to favor a younger consumer….I would define this as a friendly fragrance, it’s easy to wear and very approachable.”
ITF president Roberto Martone agreed, noting that Anna represents: “the completion of the first development phase of Blumarine products, with a younger, more dynamic side that’s completely in line with market trends.”
The scent will be available in three sizes, 30 ml., 50 ml. and 100 ml., retailing for 32 euros (about $44 at current exchange); 45 euros (about $62), and 65 euros (about $90), respectively. A 200-ml. body lotion will sell for 29 euros, or about $40.
Molinari was keen to emphasize that the fragrance was entirely manufactured in Italy, which she said served as a guarantee of quality, and noted she always tried to center Blumarine communication on its Italian identity. Photographer Michelangelo di Battista shot model Anna Speckhart — her name, Molinari joked, was not a coincidence — against a sumptuous “Secret Garden”-style background of flowers in bloom.
The advertising campaign will kick off April 15 in Italy and will focus on glossy consumer publications and the Web. The Anna edp will be sold in Europe first, starting in April, before reaching stores in the Middle East, Russia and finally China within the first half of 2015, for a total of about 3,000 doors worldwide. “This is a brand that is always well-received. In Hong Kong, without a doubt, and other areas of the Far East, but also in Russia,” said Cappini, adding that in Italy, brand awareness for Blumarine was extremely high, which contributed to the fragrances’ success here in spite of the less-than-stellar economy.
Martone and Cappini declined to discuss sales estimates, but industry sources posited that the new edp could bring in 4 million euros, or $5.5 million, in retail sales in its first year on shelf.
Overall, Martone said 2013 was a strong year for ITF in spite of a slight slowdown of the Russian market. “For 2014, we expect significant double-digit increases of around 15 to 18 percent,” he added.
@margotrobbie steps out onto the red carpet wearing @miumiu. The actress is nominated for “Outstanding Performance by a Female Actor in a Leading Role” in “I, Tonya” at the #SagAwards. (📷: Stewart Cook) #wwdfashion
For @massimogiorgetti of @msgm, the Nineties are his favorite decade. “They had a huge impact on my personal growth. What I like of the Nineties is that they are not so precise in terms of style as other decades…there was actually a bit of everything,” he said. As seen on MSGM’s Spring 2018 show: tie-dye and a bit of grunge, two styles that are synonymous with the decade #wwdfashion #wwddecades (📷: @kukukuba)
Breaking News: @hedislimane joins @celine as its new artistic, creative and image director. One of fashion’s preeminent image-makers and trendsetters, Slimane is to join the LVMH brand on Feb. 1 and unveil his first fashion proposition for men and women next September during Paris Fashion Week. It marks a major homecoming for Slimane, who cemented his reputation – and influenced men’s tailoring for more than a decade – as the designer of Dior Homme between 2000 and 2007. He went on to reinvent and ignite the house of Yves Saint Laurent, which he rechristened Saint Laurent, between 2012 and 2016 – all the while maintaining a close relationship with the Arnault family, which controls LVMH and Dior. Read the full exclusive story on WWD.com. Link in bio. #wwdnews #wwdfashion
“Personally I believe the Eighties have been the richest and more vivacious period for international fashion,” Giorgio Armani said when asked what his favorite decade of fashion is. It was a moment of disruption and experimentation and only thinking back to the first years of that decade is always an emotion for me, for what they have meant to me and my work.” The influence is clear in @giorgioarmani spring 2018 collection, pictured here, which was full of bright colors and unexpected prints. Read more about which decades designers loved most on WWD.com #wwdfashion #wwddecades (📷: @aitorrosasphoto)
For Lady Gaga’s only Italian show on her “Joanne World Tour,” the singer wore a range of @versace_official outfits. The standout piece: this custom-made bodysuit inspired by the brand’s spring 2018 collection. #wwdfashion (RG: @ladygaga)
@_camillaruth_ is expanding on the wellness-craze concept with @westbourne – a new NYC restaurant that’s both a healthy-minded café as well as a business that gives back to the community. Marcus works with the Robin Hood foundation to give back to The Door, a non-profit providing youth development services, and also hires employees through The Door. Read our full interview with Marcus on giving back through food on WWD.com. #wwdeye (📷: @lexieblacklock)