The celebrity fragrance craze took a menacing turn Tuesday night.
This story first appeared in the November 14, 2008 issue of WWD. Subscribe Today.
During the American Society of Perfumers’ Perfumers Choice Awards, Paulie “Walnuts” Gualtieri, or Tony Sirico, as he is known outside of “The Sopranos,” unveiled a fragrance he developed, dubbed Paolo per Uomo: Inspired by Tony Sirico.
While distribution plans for the scent, $64 for 3.4 oz., have not been finalized, nor a launch date set, much of Sirico’s involvement in creating the fragrance was part of a video centerpiece of the evening.
The soiree was also marked by a four-win night by Limited Brands Inc., which took home awards for Best Bath and Shower Fragrance Specialty (Bath & Body Works), Body and Face Lotion Specialty (BBW), Candle Fragrance Mass (BBW) and Candle Fragrance Specialty (Henri Bendel).
Sirico, who was among the crowd of about 250 people at the event, described in his video the process of creating the scent, noting he took whiffs of some 15 formulations presented to him by International Flavors & Fragrances perfumers Laurent Le Guernec and Jerry Caiazzo.
“Fourteen times I said ‘no,’” the 66-year-old Brooklyn native declared, “and on the 15th — bada-bing!”
The scent blends top notes of cognac, anise, Italian bergamot, mandarin, cinnamon, clove, French Clary sage and chamomile, which dry into a heart of geranium, muguet and jasmine. Base notes include patchouli, sandalwood, vetiver, vanilla, balsam, amber and musk.
Industry sources estimate it could initially garner more than $250,000 in retail sales.
Meanwhile, there were some 25 honors given out and the Limited sweep had Camille McDonald, president of brand development and merchandising at Bath & Body Works, traversing the course from table to podium several times.
Estée Lauder’s Beautiful (IFF) took home the Best Fine Fragrance Women’s Classic award, while Dior’s Fahrenheit (Symrise) got Best Fine Fragrance Men’s Classic honors. Calvin Klein’s Euphoria by Coty (IFF) received the Fine Fragrance Women’s Contemporary award and Fine Fragrance Men’s Contemporary went to Polo Double Black by Ralph Lauren Fragrances (Givaudan). Also recognized were products from Procter & Gamble Co., Neutrogena, Unilever, Dial Corp., Creative Concepts and Bond No. 9.