PARIS — Elie Saab has a fashion-forward take for its upcoming women’s fragrance L’Eau Couture.
This story first appeared in the January 3, 2014 issue of WWD. Subscribe Today.
The new scent takes inspiration not only from the brand’s ready-to-wear — specifically its spring collection that’s full of pale green hues — but also from the notion of springtime, explained Nathalie Helloin Kamel, vice president of Parfums Issey Miyake and Elie Saab at Beauté Prestige International, Shiseido’s fragrance division. She noted, however, that the traditionally springlike “l’eau” scents, which can conjure up bucolic images, aren’t relevant for the brand.
“So we started thinking about how we can say spring in the city,” she said. “We wanted to have a l’eau, but a l’eau that is balanced with something that is really linked to a fashion DNA, which is the reason why we created L’Eau Couture. It is really the encounter between the l’eau [fragrance] segment and the couture universe.”
Takasago perfumer Francis Kurkdjian created the green-hued, “soft almondy floral” fragrance that includes in its top Calabrian bergamot essence, plus notes of magnolia, rose and lemon. In the middle is an orange blossom note — a signature of Elie Saab scents — while in the base there’s an accord of green almond plus a vanilla infusion.
Anja Rubik in a cityscape features in the scent’s single- and double-page advertising, which was photographed by Mert Alas and Marcus Piggott.
The new fragrance — Elie Saab’s fourth since its signature scent made its debut in 2011 — is due out in France and the United Arab Emirates starting in late January, with most of the rest of the world following through April.
The 30-, 50- and 90-ml. eau de toilette sprays will retail in France for 43 euros, or $59 at current exchange; 64 euros, or $88, and 89 euros, or $122, respectively.
While BPI executives would not talk numbers, industry sources estimate the new fragrance will ring up $25 million in retail sales during its first year globally.