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.
EXCLUSIVE: @tomford is opening its first-ever beauty store. The boutique, which opens November 20 in London’s Covent Gardens, was designed with the over the top glam Ford is known for. Read the full story on WWD.com, link in bio. #wwdbeauty #wwdnews (📷: Simon Wagner) #TomFordBeauty
New York-based DJ @harleyvnewton threw a party to celebrate the holiday collection of her dress and pajama line @hvn at the Ladurée Beverly Hills. It Girls @katebosworth, @rashidajones and more joined in on the fun, which included cocktails, croque monsieur sandwiches and a photo booth. #wwdfashion (📷: Owen Kolasinski/BFA.com)
For the holidays, @Burberry partnered with 20-year-old artist @blondeymccoy on a series of three outdoor murals in downtown Manhattan. The murals are McCoy’s interpretation of a Christmas eve party, the idea of charity and the spirit of family. His third mural, pictured here, is the most personal. The image depicts McCoy’s grandparents and father in London’s Trafalgar Square in the Seventies. “My work often features lots of sentimental objects.” #wwdeye
For spring 2018, designers applied bold colors and cartoonish motifs on everything from sneakers and belts to key chains. See all the top men’s accessories trends on WWD.com. #wwdtrends (📷: George Chinsee; Prop Styling by @rnasti; Market Editor: @luiscampuzano)
The @dior-sponsored @guggenheim international gala pre-party has a history of drawing cool-girl musical acts to serenade the crowd –– and last night was no exception. @haimtheband performed songs both new and old, and lured a star-studded audience with the likes of Rebecca Hall, Kate Mara, Mamoudou Athie and more. #wwdeye (📷: @lexieblacklock)
In a partnership between the @metopera and the @englishnationalopera, “Marnie” was born. The opera, with costumes sponsored by @mrporterlive, is an adaptation of the 1961 thriller by Winston Graham. Arianne Phillips, who created the costumes, is no rookie: She’s styled Madonna for her tours and created costumes for a myriad of films in the past. Read WWD’s interview with Phillips, where she talks about her inspiration for the opera’s costumes on WWD.com #wwdfashion
@barneysnyc took a different approach to their holiday windows this year. Instead of Christmas decor, Barneys tapped @thehaasbrothers to tell a story of positivity, gratitude and inclusivity via heartwarming silliness and humor. “It’s about kids and it’s about coming together and being family and loving each other,” said Simon Haas. #wwdfashion (📷: @joshuascottphoto)
Beauty influencer @kandeejohnson makes her foray into hair care with a collaboration with @ogx_beauty — making it the first time that OGX has teamed up for a product creation. The collab includes shampoos and conditioners in three scents. At 39 and a mom, Johnson is a different profile than the emerging social media stars, but is considered one of the pioneers of the digital beauty influencer world. Read WWD’s interview with her on wwd.com, including the strangest beauty product she’s ever tried #wwdbeauty