La Prairie is counting on the ties that bind to drive its fragrance revenues this fall.
That’s when the luxury beauty company will launch Life Threads, a trio of fragrances intended to honor the endless possibilities of women’s lives.
“We asked ourselves how we could tie ourselves to our customers in the long-term, especially in a tough environment,” said Lynne Florio, president of La Prairie Inc. “We realized that the La Prairie woman leads a multifaceted life and plays a lot of roles. Her life experiences weave together like threads to form her life tapestry — and were inspired to create three scents which express that concept. We’re also learning that our ties with her are tight — she may be slowing her purchases down a little, but she hasn’t stopped buying.”
Perfumer Constance Georges-Picot of Cosmo Fragrances concocted the trio.
“Life is always a weaving of precious threads, and from that each woman is building a rich tapestry,” said Georges-Picot. “She will recognize herself in all of the fragrances, depending on her mood.”
Silver, a floral woody scent, opens with top notes of green leaves and golden bergamot; its heart is of tuberose, Indian jasmine, ylang-ylang, pimento and orange blossom, and its drydown is of rare sandalwood, cherished vetiver, solar musk and peppery moss.
Gold, a complex spicy Oriental, has top notes of tangerine, plum and clove bud; a heart of pepper, cinnamon bark, coriander, Kyoto rose, lily of the valley and ylang ylang, and a drydown of cedarwood, patchouli, golden myrrh, vanilla and imperial incense.
Platinum, an edgy chypre floral, has top notes of juicy plum, violet leaf and rare galbanum; a heart of crystal jasmine petals, crushed Persian rose, sensual leather, Kerala cardamom and elegant iris, and a drydown of Indonesian patchouli, vetiver, golden amber, oakmoss and labdanum.
Each fragrance bottle is wrapped in shimmering thread tied to its name — Silver, Gold and Platinum.
Each will retail for $125 for 1.7 oz.
The fragrances will be launched in October. In the U.S., they will be available in about 240 specialty store doors in the U.S., including Bergdorf Goodman, Bloomingdale’s, Neiman Marcus, Nordstrom and Saks Fifth Avenue, as well as laprairie.com, noted Holly Genovese, vice president of retail marketing and sales education for La Prairie. The scents will also be sold in about 60 countries outside the U.S.
While Florio declined to discuss sales projections, industry sources estimated the trio could do upwards of $15 million at retail globally in their first year on counter.
Florio, a longtime folk music fan, is turning to what she dubs “retail-tainment” to promote the scents — and to that end, has recruited singer Lucy Kaplansky to the effort. “Life Threads symbolizes an evolution for La Prairie, and we’re reaching out to our clients through multiple communication channels to connect with them on a variety of levels,” said Florio. “Lucy’s involvement with Life Threads lends itself to adding a new layer of excitement to the fragrances.”
Kaplansky is penning a song for the launch called Life Threads, which will be played on the fragrance Web site, lifethreads.com, at launch. Kaplansky will also make in-store appearances; during those visits, anyone who purchases Life Threads will get an autographed copy of Kaplansky’s The Red Thread as a gift with purchase.
“This partnership proves the point that you never know where life will take you, or who you will meet along the way,” said Kaplansky, whose song The Red Thread helped inspire the concept of the project — appropriately, autographed copies will be offered as gifts-with-purchase during Kaplansky’s appearances.
“We’re planning a platform, which will connect to consumers in a very personal way,” said Florio, noting the interactive Web site will include fragrance fantasy vignettes; the vignettes — intended to be mini movies expressing the spirit of each fragrance — will also be shown at counter. Communications efforts will be tailored to each country, depending on local preferences.
Donatella Versace will receive the International Award at the 2018 @cfda awards, which were announced tonight. Tap link in bio for a list of all the nominees and honorees. #wwdnews #wwdfashion (📷: @rahirezvanistudio )
The 2018 @cfda Awards nominees are out! @virgilabloh for @off____white for is nominated for Womenswear Designer of the Year. Tap link in bio for all the nominees. #wwdnews #wwdfashion ( 📷: @simonelezzi)
@chanelofficial is suing high-end vintage retailer @whatgoesaroundnyc for trademark infringement, a move that could cost the retailer millions. The French fashion house claims that it’s not only unintentionally sold counterfeit goods on occasion, but that it’s “gone out of its way to create an association with Chanel,” which does not exist. Read Chanel’s statement on WWD.com #wwdnews (@aitorrosasphoto)
Exclusive: Guillaume Henry has left @ninaricci, the fashion house said on Thursday. “After three years of mutually gratifying creative collaboration, Nina Ricci and Guillaume Henry have together decided that the designer will depart the house after the presentation of the fall-winter 2018-19 collection,” Ricci said in a statement. Get all the details on WWD.com #wwdfashion (📷: @aitorrosasphoto)
“When Bella enters a room all heads turn,” said @peterphilipsmakeup, creative and image director for @diormakeup. Last night, the two celebrated the product launch of Dior’s Lacquer Plump in Los Angeles with other celebs like @parisjackson, @winnieharlow and more. Head to WWD.com to see the rest of the photos from the night (📷: @chelsealaurenla) #wwdeye
“These shirts are an art form, it’s about getting the message out to as many people as you can. It breaks down the pretentiousness of the art gallery,” says Kumasi Sadiki, cofounder of @ebayontheblock, a store that sells merchandise by New York artists who are shifting their attention to clothes as a wearable medium. Pictured here is a design by artist @joegarvey_, one of the first to spearhead this movement. Head to WWD.com to read @mistywhitesidell full story on how their designs have become merch for the underground elite #wwdfashion
@netaporter is dedicating a part of its website – called the Fine Jewelry and Watch Destination – to highlight its high-end jewelry. The hub will feature products on the site, as well as incorporate styling advice and educational content about high-priced jewelry items. Get more details on WWD.com. #wwdaccessories
For “The Cher Show,” an upcoming musical based on @cher’s life and career, @bobmackie is once again collaborating with the singer in designing the costumes. For decades, Mackie has designed glitzy stage costumes and red carpet looks for the 71-year-old Grammy winner. Pictured here is a sketch of some of the pieces in the wardrobe of the musical, which is set to debut in Chicago on June 12 before making its way to Broadway #wwdeye