MILAN — Valentino is set to open a new chapter in its women’s fragrance portfolio with a scent called simply Valentino.
This story first appeared in the February 27, 2009 issue of WWD. Subscribe Today.
The signature fragrance will launch globally this spring, and its ultrafeminine bottle and scent are an ode to the couture roots of the Roman fashion house.
The Valentino fragrance is the third women’s scent launched in collaboration with licensee Procter & Gamble Prestige Products.
Valentino, which was previewed on Italy’s beauty counters earlier this month, is being introduced exclusively at Neiman Marcus in the U.S. It is slated to roll out to additional U.S. retailers by mid-April and, subsequently, to other major markets by summer.
Industry sources estimate the scent is on track to do upward of $50 million in first-year retail sales.
Andrea Petochi, global marketing director of P&G Prestige Products said Valentino is a culmination of the label’s heritage.
“It’s a further leap forward for the brand positioning,” said Petochi. “This scent communicates the heart of Valentino the fashion house to a broader audience.”
P&G Prestige Products began working on the scent with Valentino’s creative team before the Roman couturier retired in 2007. Since then, creative leadership has shuffled hands twice from Alessandra Facchinetti to current designers Maria Grazia Chiuri and Pier Paolo Piccioli.
Meant to mimic the lines of a classic Valentino gown, the fragrance’s flacon has a slender neck that tapers down to a square-shaped base. Designed by the fashion house, the bottle features a crystal-cut glass pattern, recalling the intricate embroidery techniques employed by the fashion house. The bottle is topped with a black faceted cap, and the scent has a pale, blush-pink hue.
The fragrance belongs to the aldehydic-floral family of fragrances. It features top notes of pomelo, pear blossom and magnolia; a heart of orange flower, mimosa and violet leaves, and a base of rice vapor, heliotrope and vanilla orchid. P&G’s fine fragrance development team collaborated with International Flavors & Fragrances to create the scent.
“The notes reflect the elegant packaging — mimosa is inherently feminine, and the rice vapor really boosts the intrigue on the scent, making it sparkle,” said Petochi.
A print advertising campaign for Valentino, which was photographed by Luca Stoppini, features model Natalia Belova in a blush-colored couture Valentino dress with the flacon in her hand.
The Valentino collection includes a 1.7-oz. spray for $80 and a 2.5-oz. spray for $100. The line also includes a perfumed body milk, $45 for 6.7 oz. All prices are for the U.S.