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Boucheron’s New Scent an Ode to Place Vendôme

Called Boucheron Place Vendôme, it is also the first feminine line the brand’s current fragrance licensee, Inter Parfums SA, has developed.

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PARIS — Boucheron’s newest women’s scent is an ode to the jewelry house’s flagship location here.

This story first appeared in the August 30, 2013 issue of WWD.  Subscribe Today.

Called Boucheron Place Vendôme, it is also the first feminine line the brand’s current fragrance licensee, Inter Parfums SA, has developed.

“It really corresponds to where the brand is today,” said Philippe Benacin, chairman and chief executive officer of Inter Parfums SA.

Firmenich perfumers Olivier Cresp and Nathalie Lorson created the floriental woody juice, containing notes of pink peppercorn, orange blossom, jasmine petals, peony, Provencal honey, benzoin, cedar wood and rose essence.

Boucheron Place Vendôme’s bottle, created with Fabrice Legros of Studio Pi Design, is textured with diamond shapes meant to be reminiscent of the square’s paving stones. The flacon’s shape harks back to the column in the middle of the Place Vendôme, as well, said Benacin.

The fragrance’s print advertising includes a single- and double-page image of a woman gazing through a window overlooking the Place Vendôme, where the shadow of its column falls on number 26, the location of Boucheron’s flagship.

The scent is due out worldwide starting in September in markets such as Europe, followed by the Americas and Middle East. Asia is due to get Boucheron Place Vendôme at the end of this year or early in 2014.

In France, the 100-ml. eau de parfum spray will retail for 95 euros, or $125.70 at current exchange, and the 50-ml. edition is to be 65 euros, or $86.

Inter Parfums executives would not divulge sales projections, but industry sources estimate the new Boucheron scent will make between 20 million euros and 25 million euros, or $26.5 million and $33.1 million, in retail sales during its first four months on the market.

Boucheron’s fragrance portfolio today includes its eponymous fragrance and Jaïpur Bracelet.

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