Jimmy Choo devotees already wear the brand’s stilettos to evening events — and with Flash, its second fragrance, due this spring, they’ll have an evening fragrance to accompany them.
“Jimmy Choo is a brand which was born in shoes and grew up on the red carpet,” said Simon Holloway, who is a creative director for the company along with Sandra Choi. “This fragrance plays naturally to that concept.”
The first scent, dubbed Jimmy Choo, launched in January 2011 and is “very much sensual and intimate,” said Holloway. In contrast, added Choi, Flash is “about having a sparkle, being multifaceted and confident and outgoing.”
Mane concocted the modern white floral scent, which has top notes of pink pepper and strawberry, a heart of tuberose, jasmine and white lily, and a drydown of heliotrope and white woods.
The range includes eaux de parfum in two sizes, 2 oz. for $75 and 3.3 oz. for $98, as well as a 6.7 oz. perfumed body lotion, $46, and a 6.7 oz. shower gel, $38.
The bottle is intended to be another accessory. “We want women to feel as excited as they do when they buy a pair of shoes or a handbag,” noted Choi. A modernist chandelier from the Seventies served as the initial inspiration, and the flacon, adorned with glass studs, is designed to play with light. “It looks like an old-fashioned flashbulb,” said Holloway. A faceted cap finishes the offering. The outer box is encrusted in what appears to be glitter, “for a silver-ball feeling,” added Choi.
In the U.S., Nordstrom and nordstrom.com will have an exclusive on the scent from March, when it launches, until September. Beginning in the fall, Flash will roll out to a wider distribution of specialty and selective department stores. Elsewhere, the scent will launch in the U.K. and Europe in mid-January. Globally, by yearend 2013, the scent is expected to be in about 3,000 globally, said Philippe Benacin, chairman and chief executive officer of Inter Parfums SA, the French subsidiary of Inter Parfums Inc., Choo’s fragrance licensee.
Advertising, which will break in April fashion, beauty and lifestyle magazines, was shot by Steven Meisel and features model Natasha Poly. While executives declined comment on projected sales, industry sources predicted the scent could do $10 million at retail in the U.S. in its first year on counter. Industry sources estimated that the total worldwide Jimmy Choo fragrance business, encompassing both scents, could do as much as $115 million at retail in 2013.
@juicebeauty, where @gwynethpaltrow holds the title of creative director of makeup, has become one of the foremost labels in the organic beauty category –– with sales on track to hit $100 million this year. What’s behind the rapid growth the brand is experiencing right now? It all started in 2005 when the wellness movement was just getting started. Read more on WWD.com. #wwdbeauty
Stay up to do date with breaking news and trending stories with WWD’s “The Essentialist.” Our newsletter delivers the top news in fashion right to your inbox. Want more info? Link in bio. #wwdfashion (📷: @kukukuba)
"I want to tell a story that inspires people to feel good about themselves, but also I'm making a commentary about the lack of female stories and female directors and saying this should change," said @imheathergraham on her latest project "Half Magic." The comedy feature, which the actress wrote and directed, is based on her own struggles as a woman in show business. Read @andrewnodell's full interview with Graham on WWD.com. #wwdeye (📷: @jgreenery)
@meltcosmetics cofounders @lora_arellano and @danabomar built their brand on a single idea: a true matte lipstick. To set the brand apart, they said they always put their customers first –– including a personalized note in each package. #wwdsummits #wwdbeauty
@moncler unveiled its latest project, #MonclerGenius, yesterday at Milan Fashion Week. The Italian outwear maker gave show-goers a preview of the monthly collections – which were created by eight designers and creative talents including Pierpaolo Piccioli, Simone Rocha, Craig Green and more – that will start rolling out in the summer.