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PARIS — Parfums Nina Ricci is coming out with a high-end offer, the Ricci Ricci women’s fragrance, starting this summer.
This story first appeared in the July 31, 2009 issue of WWD. Subscribe Today.
It follows the blockbuster Nina, which launched in 2006 and has been ringing up double-digit gains annually since. Nina is the number-one women’s line at Puig Beauty and Fashion Group, Nina Ricci’s owner. In France, Nina is among the top six in volume in the women’s fragrance category and ninth in value, according to company executives. The Nina Ricci brand ranks tenth overall domestically, and its L’Air du Temps scent figures in France’s top 20.
“With Nina, the idea was to really rejuvenate the brand,” said José Manuel Albesa, chief brand officer for Puig Beauty and Fashion Group. He added the aim with the latest scent is to go one step further, saying, “With the new launch, what we want to do is to really modernize and upgrade Nina Ricci.”
Whereas Nina’s core age target is 18 to 25, Ricci Ricci’s is expected to be the 20-to-45 set, said Albesa. “It’s a very ‘gourmand’ fragrance,” he explained.
Like all of Nina Ricci’s scents, Ricci Ricci is essentially a floral, but its juice is more “glamorous” and “sensual” than Nina’s, according to company executives. Specifically, the Ricci Ricci eau de parfum is a fresh floral sensual by Givaudan perfumers Jacques Huclier and Aurélien Guichard. In its top are notes of rhubarb zest and bergamot. The heart has a note of belle de nuit, also known as the four o’clock flower — among the principal ingredients for Ricci Ricci — plus Indian tuberose and centifolia rose notes. Sandalwood and patchouli make up Ricci Ricci’s base notes.
As with the juice, Nina Ricci executives took a cue from the house’s past for Ricci Ricci’s packaging and advertising.
“With Ricci Ricci, we focus on ribbon,” said Albesa. “It has been a very emblematic item in the Nina Ricci fashion house over the years. Nina Ricci always used ribbons in her collections. We wanted a very modern ribbon with a very eye-catching color and modern style.”
The bottle, created in-house, is topped with what looks like a metallic pink ribbon. The motif also figures predominantly in point-of-sale displays.
Model Jessica Stam features in both the print and film ads for Ricci Ricci in which she plays a little devil having fun among Paris’ rooftops, which are draped with ribbon. The campaign includes single and double pages shot by Sebastian Kim, plus film takes — currently destined for TV — of 20 and 30 seconds created by K-Roll with the Mlle Noï agency.
Ricci Ricci’s price points are approximately 20 percent higher than Nina’s. In France, for instance, they will be 41 euros, or $57.75 at current exchange, for a 30-ml. eau de parfum spray; 59 euros, or $83.10, for a 50-ml. eau de parfum spray, and 79 euros, or $111.30, for an 80-ml. spray. The line includes ancillaries, too.
Ricci Ricci is to be launched in France on Aug. 24. It will then be introduced in the rest of Europe in September, the Middle East in October, and Asia — except for China and Pakistan — in October and November. The U.S. debut is expected in 2010.
Nina Ricci executives would not discuss sales projections, but industry sources estimate Ricci Ricci will generate $140 million in first-year retail revenues worldwide.