PARIS — Parfums Givenchy delves deeper into its naughty but nice Ange Ou Démon women’s fragrance concept with the introduction of Ange Ou Démon Le Secret starting this month.

“The first launch which we did — in France three years ago and some other countries, two years ago — was more the dark side of the concept,” said Alain Lorenzo, president and chief executive officer of LVMH Moët Hennessy Louis Vuitton-owned Parfums Givenchy, referring to Ange Ou Démon (angel or demon, in English). “So there was another opportunity to explore the other facet, which is the more angelic side. But she’s not a pure angel. She’s still an ‘ange-démon.’”

Uma Thurman was chosen to embody the paradoxical spirit.

“In her filmography, there was absolutely everything that belonged to this concept,” said Lorenzo of the actress who has starred in a plethora of romantic comedies in addition to darker fare, including Quentin Tarantino’s “Kill Bill” and “Pulp Fiction.”

Mira Nair shot the film advertisement for Ange Ou Démon Le Secret showing an angelic Thurman in a white dress created by Givenchy designer Riccardo Tisci. Thurman picks up a bottle of the new fragrance at her dressing table and her devilish reflection (wearing another — but this time black — Tisci creation) looks back from a mirror. During the first year, the film will run as a 30-second TV spot.

“The concept allowed me to essentially play two characters of the same woman, and that made it quite adventurous and fun,” said Thurman, who added she has long had an affinity for Givenchy. Thurman became enchanted with “Breakfast at Tiffany’s,” for which Hubert de Givenchy dressed Audrey Hepburn, as a child.

In the print ad, photographed by Mario Testino and coming primarily in single pages, Thurman wears the white dress while sitting on what can be interpreted as a throne.

“The pose is obviously very sensual, and her look is mesmerizing,” said Lorenzo.

Juice-wise, the Ange Ou Démon scent “was certainly darker, more somber” than the new version, he continued. Created by Symrise’s Bernard Ellena, its top notes include Italian winter lemon, cranberry and green tea leaves.

Heart notes are comprised of sambac jasmine, white peony and water flowers. In the drydown are notes of blond woods and patchouli.

“The woods make it more sensual,” said Lorenzo, adding, that by offering both Ange Ou Démon fragrances Parfums Givenchy will likely help attract a wider consumer audience.

The bottle for the new scent — like its predecessor — was designed by Serge Mansau and takes the shape of a crystal pendant. Lorenzo explained this gives a nod to the Givenchy brand’s aristocratic heritage. The two fragrance flacons differ graphically, however. While the first iteration contrasts clear-colored glass with black lacquer, the new bottle is “a lot more lit up,” said Lorenzo. On it, he describes what are like rays of light. The pinkish juice showing through is meant to feel warm.

Ange Ou Démon Le Secret will be launched in most countries between mid-August and Sept. 1. However, the U.S., Italy and Spain are not scheduled to start selling it until 2010.

In France, there will be a 50-ml. eau de parfum spray for 73 euros, or $105, and a 100-ml. eau de parfum spray for 103 euros, or $148.

Parfums Givenchy executives would not discuss sales projections, but industry sources say Ange Ou Démon Le Secret will generate $100 million in first-year retail revenues worldwide.

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