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BERLIN — The tag line for Kate Moss’ second scent, called Velvet Hour, is “Embrace the Night” — and her fragrance licensee, Coty Inc., decided to do just that by hosting a launch event for the scent at Watergate Club here last week.
Moss, a self-professed fan of the nightlife here, selected the venue and knew exactly what she wanted for Velvet Hour, too, which is slated to be launched in September. Moss was actively involved in choosing the fragrance, packaging and name, vetoing options like Enigma and Velvet Night and instead going with Velvet Hour, a name she says invokes dusk, a favorite hour of the day.
“There’s that feeling — ‘Oh, nighttime’s coming again, thank goodness,'” Moss said in an interview at the event June 12. “It’s like a comfort. The whole feeling changes. The sun’s going away, you can go out. It just feels more comforting to me. And it is like velvet.”
Moss wanted a sensuous, nighttime fragrance that had notes of patchouli, sandalwood and incense, so for Velvet Hour, perfumer Emilie Copperman of Symrise blended top notes of blue pepper, freesia and cashmere incense; heart notes of patchouli and nutmeg, and base notes of sandalwood, amber, ebony and wood.
Print ads and TV spots will be used to support Velvet Hour. The print ad campaign, which was photographed by Mert Alas and Marcus Piggott, shows Moss with a smoldering gaze atop blue satin sheets. The TV campaign, which was directed by John Mathieson, features Moss in a blue sequin gown at a luxurious and dimly lit dressing table. As she begins to zip up her dress, a mysterious man enters. She hands him a bottle of perfume; he sprays her, and she extinguishes the candle that lights the intimate scene. The spot features a remixed version of the song “Venus in Furs” by The Velvet Underground.
It’s all part of presenting the real Kate Moss, according to Steve Mormoris, senior vice president of global marketing for Coty Beauty — one not seen before in her many print campaigns for brands such as Chanel, Bulgari and Donna Karan.
“At the end of the day, when we work with celebrities to create fragrances,” said Mormoris, “we’re trying to capture the authenticity of the person behind the celebrity.”
Industry sources estimate that Velvet Hour could add $40 million to the Moss fragrance brand, on top of sales of her first fragrance, called Kate, which launched in September and could reach $80 million in volume by yearend.
Velvet Hour will be launched in Western and Eastern Europe, the Far East, Middle East and Canada in September.
The eau de toilette will be available in 100-ml. and 50-ml. sizes for 49 euros, or $76.11 at current exchange, and 39 euros, or $60.58, respectively. There also will be a 30-ml. size for 29 euros, or $45.04, and a 15-ml. size for 17 euros, or $26.41.
U.S. launch plans for Moss’ fragrances have not been confirmed.