MILAN — Signorina Eleganza is still a charming young woman, but she’s got a few more years’ experience tucked under her Vara bow than her Signorina predecessor. With its latest fragrance launch, which kicks off next month, Salvatore Ferragamo Parfums aims to corner a new market segment, one that’s more self-confident — and possesses a bit more disposable income.
“With the original Signorina, we had a core target of a woman between 18 and 25 years old, and now we’re really looking at a woman 25 to 30 or 35 years old, who’s a little more mature and independent,” said Ferragamo Parfums chief executive officer Luciano Bertinelli, adding that the new scent is priced 8 to 10 percent higher than the previous.
A 30-ml. bottle will retail for 56 euros, or about $76 at current exchange. The 50-ml. and 100-ml. versions will sell for 80 euros, or about $108, and 105 euros, or about $142, respectively.
“I thought of the development and the feeling of this fragrance as the narrative of a certain elegance and femininity — of a sensuality that is still natural, but more self-aware,” said Ferragamo creative director Massimiliano Giornetti, noting the choice of the Polish model Anja Rubik for the advertising campaign, shot by Mario Sorrenti, reflected this direction.
Sophie Labbé of International Flavors & Fragrances, who also worked on Signorina, created the new juice. “I was really inspired by a Ferragamo fashion show I went to in 2013, the resort line shown in the Louvre arcades [in Paris],” said Labbé, describing soft leather dresses in beige. “I wanted to create a fragrance based on this idea of skin tones, so I thought of osmanthus flowers, which are very multifaceted,” she added.
Top notes include grapefruit and pear, while the heart is composed of almonds and absolute osmanthus, and the drydown, heart of patchouli and a white leather accord. The clear glass fragrance bottle maintains the rectangular shape of the first, with a gold base and a rounded cap decorated with a grosgrain bow in two tones of beige.
When rollout is complete, Bertinelli said Signorina Eleganza will be present in about 12,000 doors. Though he would not give a specific sales projection for the edp, Bertinelli said expectations are high, based on the enthusiastic reception of the original Signorina in emerging markets. “Russia really bowled us over, as did China,” Bertinelli noted. Industry sources estimate that Signorina Eleganza could bring in $60 million in retail sales in its first year on the market.
Salvatore Ferragamo ceo Michele Norsa said Ferragamo Parfums now represents 7 percent of the fashion firm’s total turnover. “It continues to represent an opportunity to enlarge our customer base, our audience, through perfumes and personal-care products,” he said. “The opportunity to reach new potential aspirational consumers is significant. I think that what the brand has built over the past few years is a sense of freshness, of continuous renewal.”
Norsa also stressed the importance of targeting very specific age brackets with each fragrance proposal. “Even age groups that are quite close have different consumption habits,” he said.
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