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PARIS — L’Air de Nina Ricci, which launches starting in early April, is a next-generation L’Air du Temps.
This story first appeared in the March 11, 2011 issue of WWD. Subscribe Today.
“We wanted to rewrite in 2011 the story of L’Air du Temps’ values — peace, love and freedom,” said Laura Mattei de Pommereau, group manager for Nina Ricci at Puig Beauty and Fashion Group. “We wanted to create a product that can exist alongside L’Air du Temps but can seduce a new generation of women who didn’t necessarily know [it].”
L’Air’s target is women aged 25 and older, she explained.
“For us, this product is really the incarnation of the new woman, the girl of today,” continued Mattei de Pommereau.
L’Air’s juice is a reinterpreted floral. Concocted by Givaudan perfumers Louise Turner and Michel Girard, it includes top notes of freesia, honeysuckle and violet leaves. In the fragrance’s heart are magnolia, jasmine sambac and Bulgarian rose notes, and in its base are palisander wood and patchouli notes.
Ryan McGinely photographed the still and video advertisements for L’Air, which were shot in Paris with a New Wave feel. The single- and double-page print ads feature a collage of images of a young woman (reminiscent of Jean Seberg in “Breathless”) and L’Air’s flacon. The film, including 20-, 30- and 60-second takes, is set to The Velvet Underground’s “After Hours” and will first head to television.
The cap for L’Air’s bottle, which was designed in-house, features a motif of two intertwining doves. Virginie Barré was inspired by movie posters by Saul Bass in creating the fragrance’s outer box.
L’Air will be introduced in France on April 8, followed by Belgium, Switzerland, the Netherlands and Canada.
Nina Ricci executives would not discuss sales figures, but industry sources estimate L’Air will generate 20 million euros, or $27.6 million at current exchange, in first-year retail sales.
In France, the 30-ml. eau de parfum spray is to be priced at 45 euros, or $62.20; the 50-ml. edp spray, 65 euros, or $89.85, and 100-ml. edp spray, 85 euros, or $117.50. The 200-ml. body milk will be 36 euros, or $49.75, and the 200-ml. shower gel, 32 euros, or $44.20.