ROME — Niche fragrance marketer Eau d'Italie has expanded its fragrance portfolio with a fifth scent, called Magnolia Romana.
Like other fragrances in the Eau d'Italie assortment, Magnolia Romana's inspiration is Italy centric. One of the Italian brand's founders, Sebastián Alvarez Murena, came up with the idea for the fragrance while jogging in the gardens of Rome's Villa Borghese.
"In the gardens, there are about 70 magnolia trees and when they blossom with these creamy white flowers in June it is truly something you can't forget," said Alvarez Murena, "because the humid air is loaded with perfume, which has a tinge of lemon leaves to it — it's lighter and fresher than jasmine."
But reproducing the aroma in a perfume turned out to be a challenge. After 35 trials in two years, Alvarez Murena and partner Marina Sersale abandoned the project.
"The problem with making the fragrance was finding the balance between fresh and not being too sweet," said Alvarez Murena.
However, perfumer Bertrand Duchaufour, who created the other four Eau d'Italie fragrances, was intrigued by the brief and continued to work on the scent.
"He took it on as a personal mission, he was really determined to find what we were looking for," said Alvarez Murena.
Six months later, Duchaufour came up with "something perfect," said Alvarez Murena, and added, "a light floral that's not sweet but rather dry, with a roundness to it."
Though positioned as a unisex fragrance, Magnolia Romana "is the most feminine of our scents," said Alvarez Murena.
Duchaufour's olfactory blend for Magnolia Romana includes top notes of purple basil, lemon leaves, neroli, nutmeg and cypress; middle notes of magnolia flower extract, Bulgarian rose essence, tuberose, lotus, ozone and water notes, and base notes of cedar, French hay extract and white musk notes.
Magnolia Romana is bottled in an opaque white glass flacon, and the 100-ml. eau de toilette spray is priced at $120.
The scent, which was introduced in Europe at the beginning of last month, rolled out globally at the end of April and is on track to be the brand's best-selling fragrance, according to Alvarez Murena."Colette ordered it without even smelling it, retailers have been really enthusiastic and embraced it," said Alvarez Murena.
Industry sources estimate the scent could generate $400,000 in first-year retail sales.
Eau d'Italie's fragrances are carried at 210 doors worldwide. The brand entered Bergdorf Goodman at the end of last year, reached 10 Corso Como in Seoul in March and has plans to launch at Gum and Tsum in Moscow by the end of this year.
— Stephanie Epiro
L'Oréal Crowns e-Strat Winners
PARIS — How best to achieve the highest share price index while incorporating diversity and sustainable development considerations was the challenge undertaken by 48 students from 16 universities worldwide taking part in this year's L'Oréal e-Strat competition.
Teams from National Chengchi University in Taiwan and from Schulich School of Business in Canada won the final round of the French beauty company's online business game. The competition, begun in 2001, is a key recruitment tool for L'Oréal, according to the company. As a general manager of a virtual cosmetics company, each student makes some 150 decisions, relating to pricing, research and development, marketing, advertising and brand positioning, over six rounds.
This year, a new sustainable performance module — relating to employee benefits, plus environmental, diversity and equity initiatives — replaced the former corporate social responsibility module. And, for the first time, L'Oréal partnered with Google to use its e-commerce tool for the challenge, so students could develop virtual online sales even further.
@kith is moving into children’s. The men’s and women’s streetwear brand has launched Kidset, a Kith kids line located in New York at 64 Bleecker Street. The line includes mini versions of staple Kith pieces like the Astor bomber jacket and the Kith box logo sweatshirts, along with a wall that can display up to 120 pairs of shoes from @adidas, @newbalance, @timberland and more. #wwdfashion
“I just wanted to create this fully rounded character, but I do think what excited me most was just the opportunity to give a group of people representation that I feel needs it. I like to do characters in projects that stand for something and Karolina definitely does, so that was really exciting to me,” @ginnygardner says of her new role in @hulu’s “The Runaways.” Gardner plays Karolina Dean, a queer superhero, which is a rarity for @marvel. Read more about Gardner’s character on WWD.com #wwdeye (📷: @dandoperalski)
@heriethpaul and @gracebol have a moment on the @victoriassecret fashion show 2017. See every look from the runway on WWD.com. Link in bio. (📷: @giovanni_giannoni_photo) #wwdfashion #victoriassecret #VSFashionShow
“Azzedine has been one of the biggest influences in my life. He has always been such a strong, loving, fatherly figure to me. I call him Papa. His designs are indescribably unique, they are pieces of art. He knew how to make the female form look its loveliest. I have so many memories of him; my favorite might be during my first show with him in Paris. He liked me and he wanted to help me get more work. He called all his friends at Kenzo and Comme des Garcons, and asked them to book me. They said, ‘But she can’t walk!’ And he said, ‘but she has such a great ass!' His friendship and support has been the great privilege of my career. I can't imagine life without him. Repose en paix mon Papa.” - @stephanieseymour tells @wwd. #wwdfashion (📷: @steveeichner) #alaia #azzedinealaia
Azzedine Alaïa, flanked by two of his closest friends, models Stephanie Seymour and Naomi Campbell.
He designed Seymour’s dress for her 1995 wedding to Peter Brant, and treated Campbell (who famously called him Papa), like a daughter. For more on the legendary designer, tap the link in bio. #wwdfashion #alaia #azzedinealaia