Prada is counting on a new interpretation of amber to deliver big impact for its global fragrance business this fall.
That’s when the brand will add L’Eau Ambrée, a new women’s scent, to its Classic range. And according to industry sources, the fragrance could do as much as $140 million globally in its first year on counter.
“This scent embodies Prada’s fragrance values: quality fragrances with special ingredients, based in the tradition of fine perfumery,” said Jose Manuel Albesa, chief brand officer for Puig Beauty and Fashion Group, which holds the Prada fragrance license. “It balances classic influences with modern tones; the amber is stripped of its classic context and elevated by may rose. We believe this scent could reach number one in the Prada portfolio.”
Amber has historically done well for the fragrance house. The ingredient was a key note in Prada’s bestselling first scent, launched in fall 2004, and Prada has also introduced three previous amber-tinged scents in its Classic range: Amber, Amber Intense and Amber pour Homme, noted Didier Maine de Biran, president of Puig North America.
L’Eau Ambrée, concocted by Firmenich’s Daniela Andrier, has top notes of Sicilian citrus, a heart of may rose and a drydown of patchouli, vanilla and opoponax. The bottle, a reinterpretation of the classic Prada signature bottle, is done in gradated shades of gray and black with the Prada logo embossed in gold; a gold-toned plate and neck are topped by a black atomizer. Outer packaging is white, with the Prada logo done twice: one in black, which is printed on the box, and again with a gold lamé label inserted above the printed logo.
In the U.S., L’Eau Ambrée will be available in September in about 250 specialty store doors, including Neiman Marcus, Saks Fifth Avenue, Bergdorf Goodman and selected Bloomingdale’s. In 2010, the U.S. distribution will expand to include about 1,000 department and specialty store doors. The fragrance will also launch in Europe this fall, followed by the Middle East and Asia in 2010.
The collection includes three eaux de parfum: 30 ml. for $58; 50 ml. for $76; 80 ml. for $104, and an 80-ml. deluxe rechargeable version for $117. Ancillaries include a body powder with puff, 3.5 oz. for $62; a hydrating body lotion, 6.75 oz. for $50; a 6.75-oz. shower gel for $44, and a 6.75-oz. body cream, $62.
The brand’s striking advertising visual, shot by Steven Meisel, is intended to represent ancient bas-reliefs, also an inspiration for Prada’s spring-summer ready-to-wear ad campaign, said Albesa. A two-page version shows four models, a single page has three; in each, the silver-coated women are pushing and pulling each other in a seemingly dreamy state.
“Miuccia wanted to focus on the beauty of the fragrance with a modern interpretation of the muses,” said Albesa. “This image is an impactful statement which shows a playful approach.”
In the U.S., ads will begin running in October fashion, beauty and lifestyle magazines. Both print and TV ads are planned for European markets.
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