PARIS — With Idylle, Guerlain is launching its first major floral fragrance in more than two decades.
The women’s scent, due out worldwide this fall, is part of the LVMH Moët Hennessy Louis Vuitton-owned brand’s ongoing global rejuvenation program, according to Laurent Boillot, Guerlain’s president and chief executive officer.
Idylle is meant to be modern and reach a wide customer base, including young consumers. Boillot explained this is due to a confluence of factors, including young designer Ora Ito creating the bottle, and 20-year-old actor-singer Nora Arnezeder being the new scent’s face. Boillot said she has all the enthusiasm of a woman her age alongside the maturity that comes with being an artist. Arnezeder stole Guerlain executives’ hearts when they saw her in the recent movie “Paris 36.”
Idylle’s juice is Guerlain’s first women’s scent to be totally created under its in-house perfumer Thierry Wasser, who came on board in June 2008. He created the fragrance for all women, according to Boillot, who added, “It is an homage to Guerlain.”
Boillot said the only request given to Wasser for Idylle was that it be a floral scent. The fragrance family has a long history at Guerlain and is also accessible to consumers worldwide. Jardins de Bagatelle, from 1983, was the last major floral scent the house launched, its executives said.
Metaphorically speaking, Wasser offered up a bouquet of flowers in the juice. Among Idylle’s keynotes are Bulgarian rose, jasmine, freesia, lily of the valley, peony, chypre and musk.
“He mentioned something like golden rain,” said Boillot. That segued into Ito’s minimal, gold-colored raindrop-like design for Idylle’s flacon.
Paolo Roversi, who shot the advertising campaign, in turn, conjured up a link with “Singin’ in the Rain.” The idea was to make Idylle’s ad into something like a musical. The film version features Arnezeder singing the Gene Kelly ditty while dancing under golden raindrops.
The still ad for Idylle will come as single and double pages. The film spot — destined for movie theaters and TV — will be in numerous formats, including 20- and 45-second takes.
Idylle is due to be launched in Guerlain’s boutiques in Paris on Sept. 14. One week later, it will be rolled out throughout France, and then in other countries on Oct. 1. The U.S. exclusive is slated for Saks Fifth Avenue.
Guerlain executives would not divulge sales projections, but industry sources estimate Idylle will ring up $43 million in wholesale revenues during its first year on counter worldwide.
In France, a 35-ml. eau de parfum spray of Idylle will retail for 59 euros, or $84.80 at current exchange; the 50-ml. eau de parfum spray, 80 euros, or $115, and the 100-ml. eau de parfum spray, 116 euros, or $166.70.
Guerlain has been launching major women’s fragrance projects at a pace of one every three years in the recent past. Insolence and L’Instant de Guerlain were the last to be introduced.
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