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PARIS — Lalique Parfums is out to lure a slightly younger consumer with its new women’s scent, Satine, which launches in Europe starting April 1.
It’s meant to modernize the brand, but not in a radical way, explained Julie Carry, marketing manager at the firm. The fragrance’s core consumer is expected to be in the 30- to 40-year-old range.
The film advertising — which comes in numerous lengths, including a three-minute version — was shot in-house and will air online and in Russia and the Middle East. It follows the life of a busy Parisian, from the streets of the city to her office and preparation for a gala event. There she dances and it is the swirl of her dress that serves as inspiration for Satine’s bottle design, which was created by Aesthete’s Thierry de Baschmakoff.
Firmenich perfumer Nathalie Lorson conceived Satine’s woody oriental juice. Top notes include jasmine petals, gardenia and heliotrope; middle notes are comprised of vanilla, tonka bean and pink pepper, while in the base are patchouli, vetiver and sandalwood notes.
The scent comes in 30-, 50- and 100-ml. eau de parfum versions, which are to retail in France for 54 euros, 76 euros and 96 euros, or $69.20, $97.40 and $123.05 at current exchange, respectively. An ancillary line will include a shower gel, body cream and body milk.
At the same time a limited edition of 1,000 40-ml. crystal signed and numbered bottles of perfume extract will be introduced in Lalique boutiques and select department stores. In France each will sell for 1,200 euros, or $1,538.
While Lalique executives would not divulge numbers, industry sources estimate Satine will generate 10 million euros, or $12.8 million, in first-year wholesale revenues.