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MILAN — Euroitalia and John Richmond are introducing two new eaux de toilette next month: Richmond X Woman and Richmond X Man. They target a young demographic and are intended to boost awareness of the John Richmond fragrance line in the U.S. and other markets.
This story first appeared in the March 28, 2014 issue of WWD. Subscribe Today.
The Italy-based John Richmond fashion brand is controlled by Saverio Moschillo’s Akkurate Ltd. and by British designer John Richmond. Last November, the firm opened a flagship near Fifth Avenue in New York, and it is also expanding in China this year. The new fragrances are the first for Richmond X, the label’s contemporary line.
“In perfumery, a widespread presence at an international level is important, and it is even more so in light of Italy’s current economic and financial situation,” said Euroitalia president Giovanni Sgariboldi, noting that once rollout is complete, the Richmond X edts will be sold at about 15,000 doors.
Moschillo, who is also president of John Richmond, expressed satisfaction with sales at the New York boutique and noted the brand is aggressively pursuing foreign markets. “Right now, the Far East and Russia are giving us that extra push, while in the Middle East we’ve developed a ‘battle plan’ that’s already bearing fruit,” he said.
To entice younger fragrance customers, the Richmond X juices will be priced 20 to 25 percent below the existing John Richmond scents. Available in 40-ml. or 75-ml. glass bottles — purple for women and ultramarine for men — Richmond X Woman and Richmond X Man will retail for 45 euros and 62.5 euros, or about $62 and $86 at current exchange, respectively. A shower gel for 27.50 euros (about $37.80) will be sold with both fragrances, and a women’s body gel will also be available for $31.50 euros, or about $43.30.
The fruity, floral women’s edt opens with notes of apple, raspberry and osmanthus, over a heart of freesia, violet and heliotrope, while the base is composed of ambery wood, cedar and vanilla. The men’s edt contains top notes of bergamot, lemon, black pepper and violet leaves, over a heart of lavender, lavandin, pineapple and cashmeran, and a drydown of patchouli, tonka bean, cedarwood and crypriol essence.
Sgariboldi and Moschillo declined to provide sales figures, but industry sources estimate that the new fragrances could bring in 12 million to 15 million euros wholesale, or about $16.5 million to $20.6 million, in their first year.
An advertising campaign shot by Iris Brosch features Argentinian showgirl Belén Rodríguez and her singer husband Stefano De Martino and shows the pair embracing naked against a skyscraper background, their multiple tattoos on display.