MILAN — Domenico Dolce and Stefano Gabbana turned to their favorite flower, the rose, to base their latest scent, Rose The One.
Rose The One is the last installment in the trilogy of scents under The One fragrance brand, which includes The One and Eau The One, an eau de toilette version of the original fragrance.
“For Domenico and myself, roses have always been our favorite flowers, our gardens are full of roses in every color and type,” said Gabbana. He and Dolce spoke with WWD in an exclusive interview just before taking a summer vacation at their villa on the Sicilian island of Stromboli.
“This fragrance has a perfume that Dolce & Gabbana has never done before. We’ve never done something so explicitly linked to one flower before,” said Dolce.
Rose The One will launch at the end of August and is projected by industry sources to generate as much as $150 million in retail sales in its first year.
Dolce described Rose The One as “a moment that’s more delicate, a moment that’s more romantic, personal and about love.”
“It’s about femininity,” added Gabbana. “It’s a moment [for women] that is intimate when you are in your bedroom and you put on a perfume before you meet your boyfriend or husband.”
Like Dolce & Gabbana’s fragrances’ other eye-catching television ads, Rose The One’s campaign is a striking 30-second spot, starring actress Scarlett Johansson, who also fronted the duo’s recently launched makeup line.
“It’s a declaration of love for Scarlett,” explained Dolce about choosing Johansson for the Rose The One’s campaign. “If we could do everything with Scarlett we would, because she is the person that represents actual femininity most in this world.”
Filmed in a Los Angeles studio, the commercial depicts Johansson in a custom-made, curve-hugging Dolce & Gabbana rose pink tulle dress, lounging on a bed in a boudoir, eating strawberries and recounting a story about a past love. Playing in the background is a dramatic score written by Italian composer Ennio Morricone. Fashion photographer Jean Baptiste Mondino directed the TV campaign and is also behind the print advertising shots for the scent.
“For us, Ennio Morricone is a symbol of Italy, the emblem of Italian cinematography music. What is better than a leitmotif of Scarlett Johansson, an American actress who represents the fragrance of two Italian designers, combined with Morricone’s music, which gives it a Mediterranean finish,” said Gabbana.
Fragrance licensee partners Procter & Gamble Prestige Products said Rose The One could outdo The One’s success.
“If you look at all of the elements of Rose The One the concept, the design, to their vision of a femininely seductive Scarlett fronting the campaign, it is clear that Rose The One has a lot of potential to win in the market,” said Luigi Feola, global general manager, Procter & Gamble Prestige Products. On July 1, Feola had succeeded Marcus Strobel in the post, who moved on to global vice president in P&G’s Braun division.
Also boosting Rose The One’s potential, according to Feola, is its floral olfactive category.
“This is the segment that attracts most fragrance users globally, and could therefore potentially outpace the existing The One versions,” he added.
Both the designers and the fragrance licensees agree Rose The One will enjoy more success than The One in Asian markets.
Feola declined to elaborate on the ad budget figure for the scent but said Rose The One’s television commercial would be shown in Dolce & Gabbana’s fragrances biggest markets.
“We are planning a considerable budget for the launch of Rose The One because it is a new proposal that we believe has a very strong appeal to attract new consumers to the world of Dolce & Gabbana fragrances, and a very strong right to win in the market,” Feola said.
Rose The One’s U.S. launch will be spearheaded by an exclusive preview at Saks Fifth Avenue from Aug. 30, and will rollout to other department stores from Oct. 1.
Worldwide, Rose The One’s distribution will reach 30,000 doors by 2010.
The scent, a collaboration between the designers, Procter & Gamble’s fragrance team and fragrance house Givaudan, features top notes of pink grapefruit, mandarin and cassis; Bulgarian rose at the heart combined with peony, lily and lychee and at the base notes of vanilla, musk and amber.
Designed by Dolce and Gabbana, the original The One’s packaging was adapted with a more feminine look for Rose The One. A gleaming rose gold-colored stopper caps the weighty rectangular clear glass bottle, and the juice is tinted rose pink.
Rose The One will be available as an eau de parfum in three sizes: 30-ml. for $48, 50 ml. for $70 and 75 ml for $90, body lotion 200-ml. for $45, shower gel 200 ml. for $36 and a 26 gram shimmer body powder for $50.
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