WWD.com/beauty-industry-news/fragrance/neiman-marcus-givenchy-launch-new-scent-6116887/
government-trade
government-trade

Neiman Marcus, Givenchy Introduce New Scent

A year after Parfums Givenchy launched Dahlia Noir at Neiman Marcus, the companies have teamed again to introduce Eaudemoiselle de Givenchy.

DALLAS — A year after Parfums Givenchy launched Dahlia Noir at Neiman Marcus, the companies have teamed again to introduce Eaudemoiselle de Givenchy in all 42 doors and online Aug. 5.

The rose, orange and musk fragrance debuted internationally in 2010 and is distributed to major European markets and the Middle East. In the U.S., Eaudemoiselle was sold briefly in 2010 at Plume et Palette, a French beauty boutique at Disney World’s Epcot park, under a previous marketing team at LVMH Fragrance Brands in New York. Now, the eau de toilette is exclusive to Neiman’s for three months.

“We love Givenchy — the designer, the classic brand — and the fragrance is exquisite,” said Hazel Wyatt, Neiman’s vice president and divisional merchandise manager of cosmetics and fragrance. “We are marketing it in every vehicle we have: The Book, NM Direct, the Christmas Book, the Beauty Event [gift] bag and the holiday Scent Event bag, and a lot of exposure in the stores.”

Ken Downing, Neiman’s senior vice president and fashion director, previewed the eau de toilette plus Givenchy’s pre-fall collection to about 40 customers and media on July 11 at the downtown flagship.

In a glass-walled alcove bedecked with garlands of peach roses, pink hydrangeas and ferns, Downing described Eaudemoiselle as “quintessentially French but wildly modern.” Each guest received a 4-ml. Eaudemoiselle flacon tucked into a Givenchy black leather zip pouch.

“We are expecting great things,” said Nicholas Munafo, president of LVMH Fragrance Brands. “We are extremely pleased to partner with Neiman’s on this launch. We feel it’s a perfect fit. This fragrance is sensual, elegant and timeless.”

The name translates as “scent of a young woman,” but the musky floral is expected to have wider appeal.
“We feel it’s feminine and romantic, something for young women that also has a very broad range,” said Wyatt. “We think it’s got tremendous potential, and our goal is to build it into a classic.”

Eaudemoiselle was developed by LVMH olfactory director François Demachy, who describes it as “an imaginary rose in the morning dew.” Top notes of mandarin orange, Italian winter lemon and Shiso, a Japanese basil, evanesce to a heart of Turkish rose essence and absolute, ylang heart and orange blossom with a base of cedarwood, ambrette seeds, tonka bean and musk.

While executives declined to comment, industry sources estimated Eaudemoiselle would do $2 million at retail in its first year on counter.

The bottle, a fluted clear glass cylinder with tapered ends and a matte gold cap, has crisp, understated style. Prices are $65 for 50 ml. and $87 for 100 ml.; a Moisturizing Body Mist is $46 for 100 ml. Tisci created Dahlia Noir eau de parfum, a warm chypre that has done “very well” at Neiman’s, according to Wyatt.

In February, Parfums Givenchy introduced Dahlia Noir eau de toilette, a softer version of the chypre that substitutes peach and cedarwood for iris and sandalwood in the fragrance’s heart and citron for mimosa in the top.