PARIS — Parfums Nina Ricci is about to launch Mademoiselle Ricci, a women’s fragrance meant to embody the label’s romantic side.
For the fashion brand’s prior scents, the spotlight was more focused on its poetic aspect, explained José Manuel Albesa, chief brand officer at Puig, Nina Ricci’s owner.
“It’s all about romance, about femininity, about elegance in a modern way,” he said of Mademoiselle Ricci, which is expected to have as its core target the 25- to 35-year-old set. “It’s about love — a declaration of love.”
To wit: The fragrance’s advertising video filmed by Johan Renck was created as a romantic comedy. Set in Paris at night, a young man (James Rousseau) proposes to his girlfriend (Tati Cotliar).
The 20- and 30-second spots will be shown on television and in movie theaters. Mark Segal photographed the print campaign, which comes in single and double pages. The image features the couple, with the man holding a box — reminiscent of Mademoiselle Ricci’s outer packaging — tied with a pink ribbon.
Firmenich’s Alberto Morillas created the woody and floral juice, which has notes including rose centifolia, eglantine, pink laurel and pink pepper.
“It is very fresh, modern elegant and subtle,” said Albesa. “It’s a very timeless fragrance.”
Mademoiselle Ricci’s bottle is topped with what appears to be a metallic pink ribbon. It takes the same form as the Ricci Ricci fragrance, which was introduced three years ago and is Nina Ricci’s number-two scent brand — after Nina — ranking in the top 30 in its largest market, France.
The new fragrance’s name is a nod to the Mademoiselle Ricci fashion collection launched in the U.S. in the Sixties.
Mademoiselle Ricci will first be introduced in France on Aug. 6, followed by a rollout in other European countries, Asia, the Middle East and Latin America by September.
In France, the 80-, 50- and 30-ml. eau de parfum spray versions will retail for 82 euros, or $100.85 at current exchange; 60 euros, or $73.80, and 43 euros, or $52.90, respectively. Ancillaries are to include a body milk and a deodorant.
Puig executives would not discuss sales projections, but industry sources estimate Mademoiselle Ricci will generate 75 million euros, or $92.2 million, in retail sales during its first 12 months.
@deciem is all about transparency and approachability. At this year’s WWD Digital Beauty Forum, the brand's co-CEO @nicolakilner said talking to customers directly about the ingredients in products and how they work is key. #wwdsummits #wwdbeauty
‘We didn't know how relevant our film would be when we were making it. When Steven [Rogers] wrote the script Trump wasn't president, class divide in America wasn't as evident as it is now, though it was present. The Time’s Up movement hadn't began and the way we look at women and treat women who speak out — thankfully that is something that seems to have shifted in the last year. I think we just need to continue making art that provokes the conversation and do what we can,’ said ‘I, Tonya’ actress @margotrobbie. Head to WWD.com to see all the celebrities who walked the red carpet @bafta #timesup #wwdeye (📸: Neil Hall)
Gemma Arterton is joined on the @bafta’s red carpet by Eileen Pullen and Gwen Davis, the two women who started the fight for the pay-gap. ‘They represent a normal person speaking out for what is right. Speak out, we will listen and anyone can speak out,’ said Arterton. #eebaftas #timesup #wwdeye (📸: David Fisher)