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.
This story first appeared in the April 4, 2014 issue of WWD. Subscribe Today.
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.