Most Recent Articles In Fragrance
Latest Fragrance Articles
- Marc Jacobs’ Decadence Scent Launches in Dubai
- Joel Ronkin Tapped as CEO of Fekkai and Luxe Brands
- Mix-o-logie Allows Customers to Create Bespoke Scents at Home
More Articles By
Salvatore Ferragamo Parfums is getting into the home fragrance business with a line called the Tuscan Soul Lifestyle Home Collection.
This story first appeared in the August 21, 2009 issue of WWD. Subscribe Today.
This September, the firm will introduce, exclusively at its 39 boutiques in the U.S., the seven-item line of candles, sachets, a room spray and other ambient fragrance items that are based on its year-old Tuscan Soul eau de toilette.
“This is a long-term project,” said Alison Civale, sales and marketing manager for Ferragamo Parfums USA. “We’ll continue to build on this lifestyle theme. We’re hoping to capture a new customer who is not as familiar with our scents,” she continued. “We [also] hope the home collection will boost the scent business.”
The Tuscan Soul eau de toilette, which was originally launched as part of an amenities program on Singapore Airlines in 2007, was rolled out worldwide in August 2008, she noted. It is carried in the U.S. at 41 Neiman Marcus locations and at Ferragamo’s boutiques.
Since its launch it has generated some $300,000 in retail sales and, for 2009, the launch of the home fragrance collection is expected to help push sales of the fragrance to $350,000.
The unisex scent mixes citrus notes with iris root and fig. It was composed by Pierre Bourdon of Fragrance Resources.
“The Lifestyle Home Collection is strongly linked to the Salvatore Ferragamo company,” said Luciano Bertinelli, chief executive officer of Ferragamo Parfums. “It expresses the idea of natural beauty and life in Tuscany together with creativity and artisanal craftsmanship.”
For the home fragrance collection, a total of five handmade, paraffin candles are imbued with the scent. The largest of the candles is 1 kg. and is priced at $119. There is also a 240 g. poured candle for $65, and a set of three 85 g. candles for $69.
A highlight of the collection is the Designed Scented Stone, which is a ceramic stone that has been steeped in the scent for 20 days. It is designed to scent a room for three months and is priced at $119. The Ambient Fragrance spray is priced at $50 for 100 ml. and a set of three sachets will cost $55.
Rounding out the line is the Sculptural Ambiental Reed Coffret ($100). It is a diffuser that uses a ceramic reed — instead of bamboo sticks — to permeate the air with the Tuscan Soul scent. The ceramic reed is designed to become completely saturated with the scent after 48 hours.
In addition to the Ferragamo boutiques in the U.S. that will carry the home fragrance collection, the firm’s 500-plus international boutiques will also carry the line.