PARIS — John Galliano’s new women’s fragrance, Parlez-Moi d’Amour, is meant to woo the 16- to 30-year-old set, starting in mid-October.
It’s the first major project created by Perfume Holding since it united Selective Beauty and Morris Profumi’s businesses, according to Enrico Ceccato, president and chief executive officer of the company.
Perfume Holding executives worked closely with Galliano on every step of the new fragrance’s conception.
“John said, ‘I would like to have a love story,’” explained Brigitte Wormser, vice president creation at Perfume Holding.
Galliano also identified Taylor Momsen as the scent’s face. In the story line he dreamed up to inspire the fragrance’s development, Momsen is a rocker (like she is in real life) who’d been gigging around the world and finds herself in Berlin, out of contact with everyone she knows. Cut off from modern technology, too, Momsen’s obliged to write to her love in the old-fashioned way — by hand.
“For a love letter, you need an envelope. So we designed a ‘bottle envelope,’” said Wormser, referring to Parlez-Moi d’Amour’s rectangular flacon made to resemble a sealed envelope. It has a stamp that’s printed with flowers appearing on a fabric the designer used in his apparel.
Parlez-Moi d’Amour, the fragrance name, comes from a song written by Jean Lenoir in 1930. (In English, it means Speak to Me of Love.)
International Flavors & Fragrances’ Aliénor Massenet concocted the scent.
Parlez-Moi d’Amour is a floral, fruity chypre, including notes of ginger, blueberry, Turkish rose and jasmine Sambac. Massenet replaced the traditional oak moss note from a chypre structure with cypress absolute.
Single-page advertising for the fragrance was shot by Ellen von Unwerth and will appear mostly in France. Countrywide, the budget earmarked for its media campaign — including digital platforms and radio, as well — exceeds 3 million euros, or $3.9 million at current exchange, according to Stéphane Bonnet, marketing director at Perfume Holding.
Elsewhere, there is to be a strong online push. A video starring Momsen and another featuring the fragrance bottle are set to appear globally.
Parlez-Moi d’Amour will hit France, the U.K., Switzerland, Belgium and the Middle East in mid-October. Its launch in other countries, including the U.S., is slated for early spring.
Galliano’s current fragrance offer includes a signature scent (targeting a more mature consumer) in eau de parfum and eau de toilette forms, which are in 3,000 doors. By yearend, the fragrance brand should be carried in 5,500 to 6,000 sales points worldwide, said Bonnet.
Parlez-Moi d’Amour will come as 30-, 50- and 80-ml. edt sprays, which are to retail in France for 39 euros, or $52; 55 euros, or $73.30, and 65 euros, or $86.65, respectively.
Perfume Holding executives would not discuss projections, but industry sources estimate Parlez-Moi d’Amour will generate 10 million euros, or $13.3 million, in first-year wholesale revenues worldwide.
In a nod to the fragrance, Ladurée pastry shops will from mid-October through Christmas sell macaroons flavored with rose and ginger. They’ll be packaged in Galliano-designed boxes.
“My personal philosophy to beauty is paying attention to oneself. I love to be outdoors, lots of fresh air, trying to take care of yourself as best you can. I always notice that comes through,” says Felicity Jones, the global face of @shiseido-owned @cledepeaubeauteus, which launches today. Head to WWD.com to read more about the actress’ love for beauty and how she prepared for her new role in “The Basis of Sex,” playing the young Ruth Bader Ginsburg. #wwdbeauty (📷: @dandoperalski)
For men’s fall 2018, @giuseppezanotti drew on elements from streetwear, sport, biker, combat and rock ‘n’ roll. Pictured here are a pair of shoes from the collection, featuring zippers, rhinestones, and silver hardware. Head to WWD.com to see a roundup of the accessories from Milan’s men’s fall 2018 shows. #wwdfashion (📷: Andrea Delb)
To celebrate the 25th anniversary of @ralphlauren’s snowboarding collection, the brand is mining its archives. The iconic brand is reintroducing vintage styles and dropping new designs for a color capsule that will be available in Ralph Lauren stores and @openingceremony on January 25. The capsule will consist of 10 pieces, including the Snow Beach Pullover, pictured here, which is a collector’s item that rapper Raekwon wore in Wu-Tang Clan’s “Can It Be All So Simple” video. #wwdfashion (📷: Tom Gould)
For @rochasofficial’s pre-fall 2018 collection, creative director Alessandro Dell’Acqua channeled the sophisticated and intriguing Catherine Denevue in the film “Belle de Jour.” Polished collarless coats, midi skirts, suits and ’60s graphic motifs were all featured in the collection, adding a sense of discreet luxury. See the rest of the photos on WWD.com #wwdfashion
“We tried to produce clothing of that couture quality, but the most daunting part was that we only had a matter of days [to do it],” said costume designer Lou Eyrich, who recreated Gianni Versace’s iconic looks for @americancrimestoryfx. Eyrich searched online retailers and vintage shops for original pieces from the design house and for @penelopecruzoficial, who plays Donatella Versace. Head to WWD.com to read how she created the Versace world. #wwdfashion
Only three months after her stellar debut catwalk season, @kaiagerber has inked her first big design collaboration –– with @karllagerfeld. The collection blends Lagerfeld’s Parisian chic aesthetic and the model’s signature West Coast casual style via RTW, accessories, footwear and more. The #KarlLagerfeldxKaia collection will launch in September with a series of events. Get all the details on WWD.com. #wwdnews #wwdfashion
Harrods plans to remove the famous statue of Princess Diana and Dodi Al Fayed from the bottom of the Egyptian escalators and hand it back to Mohamed Al-Fayed. “We are very proud to have played our role in celebrating the lives of Diana, Princess of Wales and Dodi Al Fayed at Harrods and to have welcomed people from around the world to visit the memorial for the past 20 years,” said Michael Ward, Harrods managing director. “With the announcement of the new official memorial statue to Diana, Princess of Wales at Kensington Palace, we feel that the time is right to return this memorial to Mr. Al Fayed and for the public to be invited to pay their respects at the palace.” More on the news, with reporting by @loreleimarfil, at WWD.com. #wwdnews