PARIS — Prada’s sweet tooth shows no sign of satiating, as the brand is set to launch the third addition to its Candy fragrance franchise, called Florale, starting Tuesday.
The new iteration follows Candy eau de parfum, which is more oriental, from 2012, and Candy L’Eau, a fresher offer that came out in 2013.
“We were looking for a more floral juice,” said Ana Trias, vice president prestige designers at Puig, Prada’s fragrance licensee. She also described the new fragrance as “more powdery.”
“We wanted to bring this new olfactive facet into the line,” she said.
Under the creative direction of Miuccia Prada, Givaudan perfumer Daniela Andrier created the Candy scents — each of which has a sweet signature. A mix of floral notes and honey comprise Florale’s juice.
“Through this launch, we’ve been able to extend [the] advertising story, [where] we go more into tenderness and sensuality,” continued Trias.
Léa Seydoux is featured in Florale’s ad that was lensed by Steven Meisel. There’s an out-of-this-world quest for a “cosmos flower” and candy defies gravity.
“The idea was inspired by a French comic book from the Sixties,” said Trias.
The spots, mostly destined for TV, come in 10-, 15- and 20-second versions. Meisel photographed the single- and double-page print campaign as well.
Florale’s bottle is a slightly changed version of the other Candy flacons.
The new scent is due out first in Italy, with a three-week exclusive at Ethos beginning Tuesday. It will launch at Sephora in the U.S. on April 11, with the countrywide rollout then starting July 1. Florale is also to be introduced in April in markets such as Switzerland, Belgium and the U.K. Most countries will be selling the scent by October, although Spain, Portugal and China are slated for 2015.
In France, the Florale eau de toilette will come in 30-, 50- and 80-ml. sprays that retail for 52 euros, or $71 at current exchange; 70 euros, or $96, and 91 euros, or $125, respectively. In the U.S., the 50-ml. bottle will go for $68 and the 80-ml. version for $88; the 30-ml. spray will be introduced this fall exclusively at Sephora.
Puig executives would not discuss sales projections, but industry sources estimate Florale will generate 15 million euros, or $20.6 million, in first-year wholesale revenues worldwide and that the Candy franchise will make $120 million at retail globally.
“These collections continue to build on that vision, empowering differently abled adults to express themselves through fashion,” said @tommyhilfiger of his line of adaptive apparel, which launches today. The line consists of 37 men’s and 34 women’s styles based upon the pieces from the spring Tommy Hilfiger sportswear collection. #wwdnews
“Stranger Things” is getting a new cast member for season 2. Meet @sadiesink_, the 15-year-old who will be joining the Netflix series for its new season. You may recognize her from “The Glass Castle” with Brie Larson and Woody Harrelson, but the Texas native’s next role goes in an entirely different direction. She describes her character, Max, as “a rough and tumble skater girl [who] becomes friends with the boys at school.” The second season debuts on October 27. (📷: @jgreenery) #wwdeye
Amid the Harvey Weinstein controversy, there’s another sector that’s being put under the spotlight for sexual abuse: the modeling industry. While rumors about abuse and sexual harassment of female and male models — and the photographers, agents and others who perpetrated it — have circulated within the fashion world for years, model @cameronrussell started posting stories from models on Instagram last week about abusive situations they’ve encountered — from sexual harassment and molestation to attempted rape. Over 75 have weighed in so far. Read more on WWD.com. Link in bio. #wwdnews
To celebrate its 16th anniversary, @dylanscandybar tapped designers and celebrities to create mosaics out of candy. The mosaics will be auctioned off to support the philanthropic cause of each participant’s choice. Pictured here is the mural created by @aliceandolivia's Stacey Bendet. For a first look at some of the other artwork being unveiled tonight, go to WWD.com. #wwdeye
The annual Veuve Clicquot Polo Classic in Pacific Palisades this weekend drew Kate Hudson, Tracee Ellis Ross, Laura Dern and more. See pictures of the star-studded event on WWD.com. (📷: @chelsealaurenla) #wwdeye
In his new book “Hollywood Royale,” Andy Warhol’s Protégé Matthew Rolston celebrates the Eighties revival of Hollywood glamour. Featuring more than 100 portraits taken by Rolston from 1977 to 1993, the book contains photos of icons like Michael Jackson, Cyndi Lauper, and @drewbarrymore, pictured here in 1991. “Hollywood Royale,” out today, will be accompanied by an exhibition opening at Los Angeles’ Fahey/Klein Gallery on March 1. #wwdeye
"Nowadays when life is not so happy with everything going on in the world, I think people come to me for a little bit of whimsy and color and fun." - Designer Rebecca De Ravenel on her cult-favorite jewelry line. (📸 : @vsteves) #wwd40
“Everyone is talking about how the retail industry is struggling, but I think it’s an incredible time because brands who are doing something different and innovative are setting themselves up for the future,” said @adamgoldston, who founded the luxury athletic brand @apl with his brother @ryangoldsten. The Goldston’s are part of WWD’s 40 under 40: a group of industry notables. See the rest of the list on WWD.com. (📷: @vsteves) #wwd40
@eyeswoon blogger Athena Calderone debuted her first-ever cookbook, “Cook Beautiful,” which is heavily centered on the presentation and visual expression of food. Pictured here are her miso glazed carrots from the book. Get the recipe on WWD.com. (📷: @johnny_miller_) #wwdeye