Bulgari is going green with a new women’s scent called Omnia Green Jade.
This story first appeared in the December 5, 2008 issue of WWD. Subscribe Today.
The fragrance is the latest addition to the Italian jeweler’s Omnia portfolio, which includes the original Omnia scent, Crystalline and Amethyste.
Based on initial results following a Nov. 15 introduction of the scent in the U.S., industry sources estimate Omnia Green Jade could generate first-year retail sales of $6 million.
Described as a crisp, floral green fragrance that was blended by Alberto Morillas of Firmenich, the scent was inspired by the idea of an early spring morning.
Omnia Green Jade, which is slated to be rolled out to Europe in February, is carried at Bloomingdale’s, Nordstrom, Saks Fifth Avenue, Neiman Marcus, Sephora and Macy’s locations.
The eau de toilette is available in a 2.2-oz. version for $77; a 1.33-oz. size for $60, and an 0.84-oz. version for $39. A bath and shower gel as well as a body lotion accompany the eaux de toilettes.
The mint green and silver bottle, which melds two perpendicular cylinders, was designed by Fabrice Legros. A catalogue campaign with blow-ins, stich-ins and mailers — and 400,000 samples — is being employed to promote the scent.