MILAN — Moschino is reaching for the heavens. Together with longtime licensing partner Euroitalia, the Italian fashion house’s Cheap and Chic label is introducing a new fragrance that will be on shelves in Italy at the end of the month and the rest of Europe by the end of the year, reaching 15,000 doors worldwide in 2015. Called Stars, the eau de parfum is the first developed in collaboration with Jeremy Scott, whose debut Moschino collection hit the catwalk in February.
“For Moschino, fragrances are both an excellent product and a way to promote the brand,” said the company’s chief executive officer, Alessandro Varisco. “To that end, we are working on various new items that allow us to stand out while remaining true to Moschino’s DNA.”
Varisco said that outside Europe, the U.S. and the Far East were key markets for Moschino perfumes, adding that creative director Scott “strongly believes” in their global potential.
Euroitalia president Giovanni Sgariboldi said the idea for Stars grew from the shiny gold, shooting stars cap on the otherwise simple, rectangular glass bottle. He also noted the idea was to invest on retail and p.r. strategy rather than develop a major advertising campaign for the scent, and that the company was working with its distribution partners in different countries for ad hoc launch initiatives. “In the U.K., we’re considering a preview at Harrods for Christmas,” he noted, adding: “In general, [Stars] will be present in all the top chains and sales points worldwide.”
Givaudan’s Alexandra Kosinski devised the new edp, which is available in 30-ml., 50-ml. and 100-ml. versions, retailing for 56.50, 76 and 99.50 euros, respectively, or about $73.20, $98.50 and $129 at current exchange. Top notes include citron granita, rose of may and peony, while the heart contains lily of the valley, orange flowers and jasmine petals and the base, white driftwood, vetiver and ambroxan.
Executives declined to cite sales projections, but industry sources estimate that the fragrance could generate 15 million to 20 million euros ($19 million to $26 million) in wholesale volume in the first year.
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