MILAN — With an ambitious strategy for worldwide expansionfirmly in place, John Richmond recently launched its third fragrancewith licensee EuroItalia. The women’s eau de toilette, Viva Rock JohnRichmond, is the first of its kind for the brand and just one of the newinitiatives designed to penetrate untapped international markets.Aggressive multibrand expansion in 2012 will include a New York Cityflagship boutique, followed by stores in Moscow and Shanghai.
Distributionof Viva Rock began in mid-October in Italy, at department stores suchas La Rinascente and perfumery chains, and is estimated to hit 1,200domestic doors by the end of this month. The fragrance is currentlylaunching in the Middle East and Eastern Europe. Principal rollout willbegin in 2012, which will reach across the U.S. and the remainder ofEurope before pushing further east. Globally, the fragrance is predictedto reach 8,000 doors.
Industry sources estimate the fragrancecould generate 8 million to 10 million euros, or $10.9 million to $13.7million at current exchange rates, in retail sales for the first year.
“VivaRock has been performing quite well, and we’re expecting satisfactoryresults over the Christmas period,” said Giovanni Sgariboldi, presidentof EuroItalia.
The fragrance was created by perfumer Sophie Labbéat International Flavors & Fragrances. The rock-chic flacon incrystal glass was designed by Studio Stile John Richmond. A British flagis reinterpreted in bright pink colors and overlaid in the JohnRichmond logo in a sparkling gold graffiti font. A key-shaped metalcharm dangles from the pink metal cap.
The eau de toilette comesin three sizes: a 30-ml. bottle for 38.50 euros, or $52.65; a 50-ml.version for 57.50 euros, or $78.64, and a 100-ml. size for 77.00 euros,or $105.30. Ancillary items include a 50-ml. spray deodorant for 32euros, or $43.76; a 200-ml. shower gel for 31 euros, or $42.39, and a200-ml. body lotion for 37.50 euros, or $51.29.
The fragrance ispart of the floral-aldehydic olfactive family and opens with cactusflower, Sicilian mandarin and star fruit. The heart is Damascena rose,watery jasmine and cherry blossom, and the drydown is orris, ambergrisand musk.
German model Alex Sanders appears in the nationaladvertising campaign. A television commercial was shot in Milan bySimone Falcetta under the creative direction of John Richmond. Thefragrance recently raised its Italian profile with a promotional tie-inon the popular Italian show “Amici.”
The eau de toilette ismarketed for a young demographic. “Viva Rock is geared toward girls whoare creative, energetic, enthusiastic and dynamic, and who always have adesire to do something joyful,” said Sgariboldi, who’s held thefragrance distribution contract with John Richmond since 2009.
“Iwanted a perfume that captured the anticipation, irreverence andexcitement that I associate with music that I had grown up with,”Richmond noted. “The perfume is a statement that says, ‘I’m going out tohave a good time — not sitting in the corner being dark and moody.”
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