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PARIS — The Lolita Lempicka saga continues with a new women’s fragrance. With Elle L’Aime, which goes on counter at Neiman Marcus in the U.S. this week, Amore Pacific hope to revive the brand’s fortunes in America.
This story first appeared in the August 16, 2013 issue of WWD. Subscribe Today.
“This is a reset for the Lolita Lempicka business in the U.S.,” said Brad Horowitz, chief executive officer of Amore Pacific North America, noting it is the first Lempicka launch in the U.S. since 2009. “Our purpose is to reestablish Lolita Lempicka as a luxury fragrance brand in the U.S. and get consumers excited about it again. We believe this scent will have widespread appeal.”
The fragrance launch also comes shortly after a restructuring, which ended in December. Subsequent savings were reinvested this year in communication, including film, billboards, some press and a reworked Internet site, as well as a focus on product sellout and key lines. Gifts with purchase were scaled back.
In the U.S., Elle L’Aime will be exclusive to Neiman Marcus at launch. Its launch comes 16 years after the debut of the brand’s blockbuster signature scent, Le Premier Parfum, which remains in the top 10 to 15 in its home market of France, according to Remi Clero, president of Pacific Creation Parfum Beauté, the French division of South Korea’s AmorePacific Corp.
Concocted by Mane perfumers Christine Nagel and Serge Majoullier, Elle L’Aime (whose enigmatic name can mean in English She Loves It or Him or Her) is a white floral. Notes of lime, white flowers, coconut flower, jasmine, ylang-ylang, myrrh and sandalwood are in its juice.
“The theme of love was right there all along,” said Clero, referring to the first Lolita Lempicka fragrance’s forbidden fruit apple bottle shape, among other references. Horowitz noted U.S. positioning includes “highlighting all of the diverse passions women have — hobbies, family, joie de vivre.”
The fragrance’s bottle is cylindrical with the brand name encircling it in gold-colored letters.
Advertising was conceived with agency Mlle Noï. In the U.S., it will be featured in Neiman Marcus’ catalogues along with scented strips. Horowitz also noted that the scent will be featured in Neiman Marcus’ holiday catalogue, which has upward of 250,000 recipients.
In France, the 80-ml. eau de parfum version will retail for 85 euros, or $113 at current exchange, while the 40-ml. edp is to be priced at 65 euros, or $86.40. In the U.S., a 2.7-oz. edp will retail for $100.
Elle L’Aime’s introduction will be on Sept. 1 in South Korea and in mid-September in France, among other European countries. About half of Latin America will start selling Elle L’Aime this year, while the rest is to begin in 2014, along with China.
Clero explained the scent was developed with input from the brand’s key markets, including Asia, the Middle East and the Americas.
Company executives would not discuss sales projections, but industry sources estimate Elle L’Aime will generated first-year retail revenues as high as 50 million euros, or $66.5 million. In the U.S., industry sources estimated that it would do about $1 million at retail in its first year on counter.
L’Eau Jolie, another scent in the Lolita Lempicka portfolio, came out in April.
Clero maintains that Elle L’Aime will give the Lempicka fragrance franchise a new start, spring-boarding from an already strong position. “The strengths are the name of Lolita Lempicka, the values of what Lolita Lempicka are — which is something very different and creative, very sensual and feminine — and, of course, Le Premier perfume,” he said.