LONDON — If the worldwide economic downturn has made gems even more difficult to attain for many, Chopard’s latest fragrance aims to allow women to at least step out dripping in a scent inspired by jewels.
This story first appeared in the July 21, 2009 issue of WWD. Subscribe Today.
Dubbed Cascade, the fragrance took its cue from the Swiss jeweler’s Haute Joaillerie collection and is meant to capture a glamorous woman’s turn on the red carpet.
“We wanted to show a woman who is self-confident and likes being the center of attention,” said Stefanie Fitzgerald, group vice president global marketing at Coty Prestige, which holds Chopard’s fragrance license, referring to Cascade’s single-page print advertising.
Shot by Patrick Demarchelier and art directed by Jérôme Faillant-Dumas of Love, the image shows model Michaela Hlavackova wearing an evening gown and jewels as cameras flash in the background. “She’s at the center of all those flashing lights and she’s enjoying it.”
“This is more glamorous [than existing Chopard fragrances] and is a touch more classic,” said Irene Rudakov, marketing manager for Chopard fragrances. “It’s glamorous and timeless.”
The scent’s bottle is also meant to convey that notion. Designed by Patrick Veillet, the round pink-hued bottle is topped with a cap covered in a cascade of sparkling stones.
“There’s a strong link with Chopard jewelry,” said Rudakov, adding Caroline Gruosi-Scheufele, Chopard’s co-president, worked hand-in-hand with Coty on the project.
In keeping with Cascade’s glamorous backstory, International Flavors & Fragrances perfumers Béatrice Piquet and Juliette Karagueuzoglou concocted its juice around the Belle de Nuit flower, which blooms as darkness falls. The fragrance’s other notes include pink pepper, grapefruit flower, mandarin, evening maiden orchid, heliotrope, precious woods and amber.
In the U.K., the eau de parfum is available as 50- and 75-ml. sprays priced at 45 pounds and 58 pounds, respectively, or $74.13 and $95.54 at current exchange. An ancillary line, comprising Radiant Shower Gel and Glamorous Body Veil, is also available with Cascade, which was launched in Europe on Sunday. The scent was introduced in the Middle East in May. To date, rollout plans do not include a U.S. launch.
While Fitzgerald and Rudakov declined to discuss numbers, industry sources estimate Cascade will generate first-year retail sales of $20 million.