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.
As one of the most recognizable models in the world, Christy Turlington Burns has an insider’s view of the fashion industry and the allegations of sexual harassment swirling around it. “I can say that harassment and mistreatment have always been widely known and tolerated in the industry. The industry is surrounded by predators who thrive on the constant rejection and loneliness so many of us have experiences at some point in our careers,” Turlington told WWD, along with her suggestions for how the modeling world should protect younger women and men. Read more on WWD.com. Link in bio. (📷: Tony Palmieri) #wwdnews
@asics America has tapped a new brand ambassador: famed DJ/record producer @steveaoki. This initiative is intended to set the tone for the new brand identity and philosophy and will include partnerships with influencers and in-store and off-line activations that will continue into next year. This is Asics’ most significant marketing effort in two decades, and is expected to attract younger consumers to the brand. #wwdfashion
24-year-old Jean Prounis is redefining the rules of jewelry. Formerly a studio assistant to Jemima Kirke and a design apprentice at Ghuran, she focuses on handcrafted subtleties and ancient goldsmithing techniques. “There was a really sterile feel in the environment and I wanted to have jewelry with character that shapes how you wear it everyday,” Prounis said. Each piece is hand made in New York, either by Prounis or three other jewelers in the district. #wwdfashion
“These collections continue to build on that vision, empowering differently abled adults to express themselves through fashion,” said @tommyhilfiger of his line of adaptive apparel, which launches today. The line consists of 37 men’s and 34 women’s styles based upon the pieces from the spring Tommy Hilfiger sportswear collection. #wwdnews
“Stranger Things” is getting a new cast member for season 2. Meet @sadiesink_, the 15-year-old who will be joining the Netflix series for its new season. You may recognize her from “The Glass Castle” with Brie Larson and Woody Harrelson, but the Texas native’s next role goes in an entirely different direction. She describes her character, Max, as “a rough and tumble skater girl [who] becomes friends with the boys at school.” The second season debuts on October 27. (📷: @jgreenery) #wwdeye
Amid the Harvey Weinstein controversy, there’s another sector that’s being put under the spotlight for sexual abuse: the modeling industry. While rumors about abuse and sexual harassment of female and male models — and the photographers, agents and others who perpetrated it — have circulated within the fashion world for years, model @cameronrussell started posting stories from models on Instagram last week about abusive situations they’ve encountered — from sexual harassment and molestation to attempted rape. Over 75 have weighed in so far. Read more on WWD.com. Link in bio. #wwdnews
To celebrate its 16th anniversary, @dylanscandybar tapped designers and celebrities to create mosaics out of candy. The mosaics will be auctioned off to support the philanthropic cause of each participant’s choice. Pictured here is the mural created by @aliceandolivia's Stacey Bendet. For a first look at some of the other artwork being unveiled tonight, go to WWD.com. #wwdeye
The annual Veuve Clicquot Polo Classic in Pacific Palisades this weekend drew Kate Hudson, Tracee Ellis Ross, Laura Dern and more. See pictures of the star-studded event on WWD.com. (📷: @chelsealaurenla) #wwdeye
In his new book “Hollywood Royale,” Andy Warhol’s Protégé Matthew Rolston celebrates the Eighties revival of Hollywood glamour. Featuring more than 100 portraits taken by Rolston from 1977 to 1993, the book contains photos of icons like Michael Jackson, Cyndi Lauper, and @drewbarrymore, pictured here in 1991. “Hollywood Royale,” out today, will be accompanied by an exhibition opening at Los Angeles’ Fahey/Klein Gallery on March 1. #wwdeye