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.
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