The House of Creed is infusing a bit of Florentine flavor into its veritable and voluminous mix of fragrances with the launch of Acqua Fiorentina for women, its newest scent in more than two years.
Due to appear on counter in September at Neiman Marcus, Bergdorf Goodman and Saks Fifth Avenue’s New York flagship, Acqua Fiorentina could generate as much as $12 million in first-year retail sales, according to industry sources. Thecompany does not break out figures.
Master perfumer Olivier Creed and his 28-year-old son Erwin, the seventh generation of the Paris-based perfume house, created the fragrance, which the duo said was inspired by the Renaissance and its spirit of rebirth.
“Today, the whole world is seeking a new direction and a revitalized spirit,” said Erwin Creed, vice president and senior perfumer at Creed, during a visit to New York earlier this month. “Acqua Fiorentina is the renaissance spirit of Florence, where artists led the way out of gloom to a new age of creativity.”
The youngest Creed said he and his father shopped the local Florentine farms and orchids to find just the right components for the perfume. “My priority is to find new ingredients, to innovate and make something new,” he explained. “It’s an opportunity to take some risks.”
Acqua Fiorentina, the 47th Creed fragrance to be available in the U.S., features a top note of greengage plum, which is from local Florentine growers, and a heart of Renaissance roses, pink carnations, bergamot orange and Calabrian lemon. Base notes are of Virginia cedar and Indian Sandalwood.
Acqua Fiorentina’s glass bottle was meant to echo Renaissance style and features ornate silver flowers on its sides to represent Florence’s Renaissance image.
The fragrance will be available in three sizes: $130 for a 1-oz. spray, $230 for a 2.5-oz. size and $350 for an 8.4-oz. flacon.
The company will donate a portion of the fragrance proceeds from U.S. sales in October to the National Breast Cancer Coalition Fund.
As it did with Love in Black, Creed will launch Acqua Fiorentina in the U.S. with exclusive distribution beginning in September at Neiman Marcus, Bergdorf Goodman and Saks Fifth Avenue’s flagship before an international launch in October. Acqua Fiorentina will roll out to additional U.S. Saks doors as well as select Nordstroms and Bloomingdale’s in November.
Earlier this year, Creed opened distribution in China, Russia and Argentina. The idea of a stand-alone Creed boutique in New York has also been discussed, according to Erwin Creed. The company also expects to launch another fragrance for women in time for holiday 2009.
For now, the company is busy preparing for its 250th anniversary next year, which will be commemorated with a special fragrance that will be presented to the House of Windsor, Britain’s royals, to pay tribute to King George III, who was Creed’s first fragrance client in 1781.
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