PARIS — Parfums Givenchy is adding a new olfactory variation, L’Eau en rose, to its Very Irrésistible franchise, which began in 2003.
“Very Irrésistible is now a classic of the perfume business,” said Thierry Maman, global president of Parfums Givenchy, part of LVMH Moët Hennessy Louis Vuitton. He added that the scent ranks in the top 12 of women’s prestige fragrances.
“With L’Eau en rose, what we wanted to do was to create a frosted rose,” said Maman. “We wanted to create a rose that would have a very airy burst, a very vivacious femininity.”
International Flavors & Fragrances master perfumer Carlos Benaïm created the juice, which includes notes of rose, blackberry and musks.
The bottle takes the original Very Irrésistible’s shape but has a pink-coral hue.
Fronting the Very Irrésistible brand is American actress Amanda Seyfried, who appears in the print advertising photographed by Glen Luchford and in the TV campaign by Cédric Klapisch. For L’Eau en rose, the spot starts in the same way as for the Very Irrésistible scent, with Seyfried entering Café de Flore, but ends with a twist.
“It’s charming, it’s fresh, it’s vivacious — just like we wanted to be in L’Eau en rose,” said Maman. “We chose Amanda because she is embodying the values of the line.”
Seyfried also has links with Givenchy fashion. She not only attended its show but was tapped by the label’s couturier, Riccardo Tisci, to be in the brand’s campaign that came out last summer.
For her part, Seyfried called Givenchy “as classic as it gets. But I mean, there’s always something very edgy, too. This is as good as it gets for me. I will be loyal to the brand forever.”
Seyfried — who starred in the recent “Lovelace” (of which she said: “I’m really proud of this, more than anything I’ve ever done) — explained that to be “very irresistible is to be kind and loyal and very present, but also to be like three steps ahead of everybody. It’s something that we can’t grasp; it’s not dangerous — but it’s on the brink.”
L’Eau en rose was launched exclusively in the Champs-Élysées Sephora on Jan. 29. In March the product will be sold in full Sephora distribution in France, plus the U.K., Germany, Russia, Belgium and the Netherlands. In April the fragrance is to be carried France-wide and in the Ukraine, Spain and Canada, followed by Italy and the U.S. in May.
In France, the eau de toilette is priced at 51 euros, or $69 at current exchange, for the 30-ml spray; 71 euros, or $96, for the 50-ml. version, and 88 euros, or $119, for the 75-ml. edition.
While Givenchy executives would not discuss sales projections, industry sources estimate L’Eau en rose will generate 25 million euros, or $33.9 million, in first-year retail sales worldwide.
@margotrobbie steps out onto the red carpet wearing @miumiu. The actress is nominated for “Outstanding Performance by a Female Actor in a Leading Role” in “I, Tonya” at the #SagAwards. (📷: Stewart Cook) #wwdfashion
For @massimogiorgetti of @msgm, the Nineties are his favorite decade. “They had a huge impact on my personal growth. What I like of the Nineties is that they are not so precise in terms of style as other decades…there was actually a bit of everything,” he said. As seen on MSGM’s Spring 2018 show: tie-dye and a bit of grunge, two styles that are synonymous with the decade #wwdfashion #wwddecades (📷: @kukukuba)
Breaking News: @hedislimane joins @celine as its new artistic, creative and image director. One of fashion’s preeminent image-makers and trendsetters, Slimane is to join the LVMH brand on Feb. 1 and unveil his first fashion proposition for men and women next September during Paris Fashion Week. It marks a major homecoming for Slimane, who cemented his reputation – and influenced men’s tailoring for more than a decade – as the designer of Dior Homme between 2000 and 2007. He went on to reinvent and ignite the house of Yves Saint Laurent, which he rechristened Saint Laurent, between 2012 and 2016 – all the while maintaining a close relationship with the Arnault family, which controls LVMH and Dior. Read the full exclusive story on WWD.com. Link in bio. #wwdnews #wwdfashion
“Personally I believe the Eighties have been the richest and more vivacious period for international fashion,” Giorgio Armani said when asked what his favorite decade of fashion is. It was a moment of disruption and experimentation and only thinking back to the first years of that decade is always an emotion for me, for what they have meant to me and my work.” The influence is clear in @giorgioarmani spring 2018 collection, pictured here, which was full of bright colors and unexpected prints. Read more about which decades designers loved most on WWD.com #wwdfashion #wwddecades (📷: @aitorrosasphoto)
For Lady Gaga’s only Italian show on her “Joanne World Tour,” the singer wore a range of @versace_official outfits. The standout piece: this custom-made bodysuit inspired by the brand’s spring 2018 collection. #wwdfashion (RG: @ladygaga)
@_camillaruth_ is expanding on the wellness-craze concept with @westbourne – a new NYC restaurant that’s both a healthy-minded café as well as a business that gives back to the community. Marcus works with the Robin Hood foundation to give back to The Door, a non-profit providing youth development services, and also hires employees through The Door. Read our full interview with Marcus on giving back through food on WWD.com. #wwdeye (📷: @lexieblacklock)