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MILAN — After releasing Dsquared2 Potion for Man in 2011, ICR-ITF Group, the fashion brand’s fragrance licensee, is preparing to launch a female version, Dsquared2 Potion for Woman, which is hitting shelves this week.
With vertical grooves, a luxurious ingredients label and a golden cap, the bottle is reminiscent of those found in old laboratories or pharmacies. The new eau de parfum — a floral, oriental chypre — is positioned as a luminous love potion that can turn women into seductresses. Photographer Mario Sorrenti shot the new ad campaign, which is due to break on TV, print and the Web in October and features models Malgosia Bela and Diego Miguel shedding clothes and locking lips in a passionate love scene.
Describing the new scent as “a perfume arising desire,” Dsquared2 founders and creative directors Dean and Dan Caten noted that while their fashion changes each season, “our fragrances are conceived to be timeless.”
Christine Nagel of fragrance supplier Mane developed the fragrance in close collaboration with the fashion house and ICR-ITF Group. Top notes include bergamot, blackcurrant berries and violet over a heart of rose petals, jasmine flowers, lily of the valley and rhubarb, while the drydown includes white and black musk, black amber, patchouli and golden vanilla.
The eau de parfum comes in three sizes: 1 oz., priced 51 euros, or $50; 1.7 oz. for 72 euros, or $75, and 3.4 oz. for 96 euros, or $100. The line extensions include a scented crystalline gel body wash for 34 euros, or $35; a body lotion for 39 euros, or $40; body cream for 70 euros, or $75; natural spray deodorant for 30 euros, or $30, and perfume oil for 65 euros, or $68.
Roberto Martone, president of ICR-ITF Group, said the scent aims to “bring back something traditional” and evoke “a magic potion that enchants.” He added that the men’s fragrance has done well and he anticipates both will stand the test of time. “Today, new fragrances are essential for the market; we have to renew demand,” he said.
Industry sources estimate the new edp could bring in 10 million euros wholesale, or $12.7 million at current exchange rates, in its first year. Martone would not comment on these figures.
Rollout of the fragrance began in Western and Eastern Europe this week, and will move on to the Middle East and Far East regions. The fragrance is not currently confirmed for U.S. distribution, but Martone said the company is carefully considering how to approach that market. He also said total worldwide distribution of Dsquared2 Potion for Woman will reach 8,000 to 8,500 doors over time.
Massimo Cappini, ITF’s general director, described the target audience as “young and refined.” He said Dsquared2 has a solid base of loyal customers who like both the brand’s fashion and its fragrances, and that the new Potion defined and strengthened Dsquared2’s identity. Russia and Eastern Europe represent growing markets, Martone and Cappini said. The Middle East, where ICR-ITF group has a distribution partnership with Chalhoub, is also a key market for Dsquared2 fragrances.
And, against expectations, Greece is still a key area for ITF fragrances in general. “Greece remains a market that gives us great satisfaction,” Cappini said, suggesting that with fewer players in business there, those who stayed are thriving.