With a new women's scent called Jasmin Noir, Bulgari is putting forth its most upscale fragrance effort to date.
The Italian jeweler, which is set to initially launch Jasmin Noir at Nordstrom on Aug. 1, hopes to tap into a new segment of consumers — those willing to pay a higher price than that of existing Bulgari scents.
"It is going to be appealing for the audience that was purchasing Eau Parfumée, but it will also capture a new consumer looking for something more prestigious," Francesco Trapani, Bulgari's chief executive officer, said of Jasmin Noir during an interview last week.
Jasmin Noir, a woody-floral eau de parfum that targets women 25 to 45 years old, will initially be available in a 100-ml. size for $140 and a 50-ml. version for $95.
In comparison, prices in Bulgari's Eau Parfumée collection range from $57 for 40-ml. sizes of Eau Parfumée au Thé Vert and au Thé Blanc, to $82 for a 100-ml. version of au Thé Rouge. Before Jasmin Noir, the most expensive scents were Rose Essentielle edp, 100 ml. for $130, and Bulgari Pour Femme edp, 100 ml. for $125.
Following its August introduction at Nordstrom, Jasmin Noir will be rolled out globally in September. While Bulgari is found in some 17,000 doors worldwide, Trapani noted, he added that worldwide distribution of Jasmin Noir would be more limited.
A rollout plan in the U.S. calls for Jasmin Noir to reach Bloomingdale's on Oct. 1. It is then scheduled to enter Saks Fifth Avenue, Neiman Marcus and Sephora locations on Nov. 1.
Jasmin Noir is to reach up to 300 to 400 doors in the U.S., or about 15 to 20 percent of the total number of doors that carry the Bulgari brand in the U.S., Trapani noted.
While Trapani would not discuss sales targets, industry sources estimate the scent could generate $8 million in first-year retail sales in the U.S.
Trapani said Jasmin Noir has a "dual inspiration" stemming from the fact that male and female perfumers — Carlos Benaïm and Sophie Labbé, both of International Flavors & Fragrances — composed the scent.Benaïm said that the aroma of jasmine reminds him of his youth in Tangier, Morocco. He noted that for the new Bulgari scent he wanted to pair jasmine with the darker effect of precious woods.
The fragrance opens with notes of green sap and gardenia. The heart of the scent includes sambac jasmine absolute and satin almond notes, while its base includes precious woods, tonka bean absolute and licorice.
A bath and shower gel ($50) and a body lotion ($55), both 200 ml., will accompany Jasmin Noir at launch.
A visual for the fragrance, which was photographed on the Spanish island of Ibiza by Mert Alas and Marcus Piggott, features model Kate Moss reclining in a Bulgari diamond necklace. It also pictures Jasmin Noir's black glass bottle, which has a gold neck and cap, and the name of the scent printed on it in gold lettering.
The visual is to appear in stores and in retailer catalogues, according to Bulgari, which has not confirmed if national advertising will be part of the Jasmin Noir strategy.
In addition to the visual, in-store events, scented pieces and sampling will be employed to promote Jasmin Noir. Industry sources estimate that Bulgari may put roughly $2 million behind the launch of the scent.
In other Bulgari news, the jeweler is marking the 15th anniversary of its first fragrance, Eau Parfumée au Thé Vert, a 1993 entry, with the launch of a special edition version of the scent at Nordstrom later this month. The anniversary edition will come in a 10.5-oz. bottle that features an atomizer, and will be priced at $350.
@tradesy is turning the concept of a showroom upside down with its new space in Santa Monica. Here, the company plans to hold events, art exhibits and a showcase rare fashion pieces like this Louis Vuitton boxing set. Get all the details on Tradesy’s first showroom on WWD.com. #wwdnews
Spotted last night at the @erdem x @hm launch event: Kate Bosworth, Rashida Jones, Kirsten Dunst and Selma Blair. The party, which took place in LA, also marked the opening of their pop-up shop. “I was interested in creating a collection that wasn’t in any way disposable. It was about pieces you’d create and keep forever, things that have a permanence to it,” designer Erdem Moralioglu said. #wwdeye (📷: Katie Jones)
Renee Zellweger in yellow in 2001 and again in 2017. Chosen as one of the 12 @pantone Leading Spring Colors (and dubbed “Meadowlark”), it only makes sense that the bright hue stands the test of time and is making a resurgence this season, seen already on stars like @blakelively and @gigihadid. (📷: Donato Sardello & @rexfeatures) #wwdfashion #tbt
Dior’s 70th anniversary celebration continues with a new exhibition at the Royal Ontario Museum in Toronto. “Christian Dior,” which is scheduled to run through March 18, takes a look at the founders tenure from 1947 to 1057 and feature 40 designs. Pictured here is an evening gown from the Ailée, fall 1948-49 haute couture collection. #wwdfashion (📷: Brian Boyle)
As one of the most recognizable models in the world, Christy Turlington Burns has an insider’s view of the fashion industry and the allegations of sexual harassment swirling around it. “I can say that harassment and mistreatment have always been widely known and tolerated in the industry. The industry is surrounded by predators who thrive on the constant rejection and loneliness so many of us have experiences at some point in our careers,” Turlington told WWD, along with her suggestions for how the modeling world should protect younger women and men. Read more on WWD.com. Link in bio. (📷: Tony Palmieri) #wwdnews
@asics America has tapped a new brand ambassador: famed DJ/record producer @steveaoki. This initiative is intended to set the tone for the new brand identity and philosophy and will include partnerships with influencers and in-store and off-line activations that will continue into next year. This is Asics’ most significant marketing effort in two decades, and is expected to attract younger consumers to the brand. #wwdfashion
24-year-old Jean Prounis is redefining the rules of jewelry. Formerly a studio assistant to Jemima Kirke and a design apprentice at Ghuran, she focuses on handcrafted subtleties and ancient goldsmithing techniques. “There was a really sterile feel in the environment and I wanted to have jewelry with character that shapes how you wear it everyday,” Prounis said. Each piece is hand made in New York, either by Prounis or three other jewelers in the district. #wwdfashion
“These collections continue to build on that vision, empowering differently abled adults to express themselves through fashion,” said @tommyhilfiger of his line of adaptive apparel, which launches today. The line consists of 37 men’s and 34 women’s styles based upon the pieces from the spring Tommy Hilfiger sportswear collection. #wwdnews