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Carven Stages Comeback in Fragrance World

The fashion house is launching a new women's scent.

Carven Le Parfum

PARIS — Carven is staging its comeback in the world of fragrance, and today began selling a new women’s scent, Carven Le Parfum, exclusively in Colette here and through colette.fr.  

 

Guillaume Henry, Carven’s creative director, said the first questions he and the label’s chief executive officer Henri Sebaoun asked themselves when they started working together, in 2009, was: “What is the Carven fragrance? What is the spirit of Carven?

 

“A fragrance is a spirit, a philosophy,” continued Henry, who said they came up with “an idea of spontaneity, of freshness, elegance, Parisian elegance and accessibility.”

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Henry explained the scent shouldn’t been too heavy or complicated to wear.

 

So Takasago perfumer Francis Kurkdjian concocted Carven Le Parfum’s juice, which includes notes of mandarin flower and white hyacinth in the top; sweet pea, jasmine and ylang-ylang in the heart, then sandalwood, osmanthus and Indonesian patchouli in the base.

 

Thierry de Baschmakoff, of Aesthete, designed the streamlined bottle. And Marton Perlaki photographed the advertising campaign under Henry’s artistic direction.

 

Also involved in the project were executives from Groupe Jacques Bogart, which owns Carven’s fragrance business.

 

After a month at Colette, Carven Le Parfum will be introduced in France’s Galeries Lafayette, Printemps and Sephora doors. Its international rollout includes a month-long exclusive in Harrods in the U.K. starting on May 3.

 

During its first year on the market, the scent is expected to be in no more than 2,000 sales points worldwide, according to Nicolas Dewitte, deputy general manager at Groupe Jacques Bogart.


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The eau de parfum comes in 30-, 50- and 100-ml. versions that are to retail in France for 45 euros, or $59.10 at current exchange; 65 euros, or $85.40, and 85 euros, or $111.70. The line includes ancillaries, as well.

 

Jacques Bogart executives would not discuss sales projections, but industry sources estimate Carven Le Parfum will ring up 20 million euros, or $26.3 million, in first-year retail sales worldwide.

 

Also at Colette, Carven is re-launching its iconic Ma Griffe fragrance, which was introduced in 1946, with new packaging but the original juice. Then for men in spring 2014 will come a scent and Vetiver, Carven’s best-known fragrance for males, dating from 1957, in a new bottle.