PARIS — Paco Rabanne’s Lady Million fragrance is gearing up for the launch next week of a new counterpart — Lady Million Eau My Gold.
This story first appeared in the June 13, 2014 issue of WWD. Subscribe Today.
“Lady Million is today one of the pillars of the Rabanne brand,” said Vincent Thilloy, vice president of prestige designers at Puig, the label’s owner. “We therefore decided to launch this extension of the Lady Million universe.”
Eau My Gold comes four years after Lady Million eau de parfum, whose bottle is shaped like a diamond and advertising campaign centers on the fantasy of obtaining things — like new shoes — in a snap.
“We wanted to express the more mischievous side of femininity,” continued Thilloy, describing it also as joyous.
“When we started to think about a new universe, we thought about how does this dream of changing your life by a snap of the fingers translate today,” said Jean Holtzmann, international marketing director of Paco Rabanne Parfums. “Maybe today’s ultimate dream is of happiness, which is something more personal and completely disconnected from something that is more materialistic.”
It’s about a freedom of self and personal pleasure, as well.
Model Hana Jirickova succeeds Dree Hemingway as the face of the Lady Million franchise. In the new film ad directed by Alexandre Cortès, Jirickova — looking like a Fifties showgirl — sits in an oversize cocktail glass and lures the viewer with seductive snaps.
“It’s something very playful,” said Holtzmann, explaining it’s like a moment of fun.
The spot will come in numerous formats, including 20- and 30-second versions, destined for TV, movie theaters and online. Santiago and Mauricio Sierra shot the print visual.
International Flavors & Fragrances’ Anne Flipo created the new fragrance that’s fresher and more sparkling than Lady Million, whose juice is an opulent floral bouquet, although both scents share orange blossom absolute in their heart.
Specifically, Eau My Gold has notes of green mango and grapefruit in the top; violet leaf and orange blossom absolutes in the middle, and cedar heart and amber musks in the base.
The fragrance’s name is meant to be like an exclamation, and its bottle recalls an extruded version of Lady Million’s (“almost like a glass of Champagne,” said Holtzmann).
In France, the 50- and 80-ml. Eau My Gold bottles will retail for 59.70 euros and 77 euros, or $81 and $104.45 at current exchange, respectively.
While Puig executives would not divulge projections, industry sources estimate Eau My Gold could generate $75 million in retail sales during its first year worldwide.
The fragrance will be launched first in the Netherlands on Monday, followed quickly by Belgium, France, the U.K. and Hungary. Subsequent introductions include the travel-retail channel in the Asia-Pacific, European and Latin American zones in July; Canada and Russia in August; North American travel retail in September, and Indonesia in October.
To up the retail-tainment quotient and party spirit, Rabanne enlisted Flipo and mixologist Gwladys Gublin to create a cocktail intended to be a sensory iteration of the fragrance. Its ingredients include half a passion fruit and four drops of Spanish bitters. The in-store version, however, is nonalcoholic.