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PARIS — Van Cleef & Arpels and its fragrance license holder, Inter Parfums, have dreamed up a new women’s scent meant to be close to its roots in high-end jewelry.
This story first appeared in the August 8, 2008 issue of WWD. Subscribe Today.
Féerie is expensive and has a cap resembling a work of sculpture. It will be the fourth Van Cleef & Arpels women’s scent on the market today.
“We wanted for Van Cleef to have something original and creative, but at the same time it had to give the impression of high luxury,” said Philippe Benacin, chairman and managing director of Inter Parfums SA. “The code name for it was bijou romantique [French for romantic jewel].”
For the project, Givaudan’s Antoine Maisondieu created a floral woody scent whose notes include violet, black currant, mandarin from Italy, jasmine from Egypt, iris from Florence and vetiver from Haiti. There is also absolute of rose from Bulgaria and essence of rose.
Joel Desgrippes, who created the Féerie bottle and outer packaging, was shown some Van Cleef & Arpels jewelry to inspire the design meant to give the impression of fairies and magic.
The new scent’s advertising, meantime, features the flacon in a star-spangled setting and is to come in single and double pages. It was created by Co and Co.
Féerie was introduced at the end of July exclusively in Parfumerie Marionnaud, Harrods and Neiman Marcus. Its turnout has been strong, according to an industry source, who said during the first week in Marionnaud on Paris’ Champs-Elysées the scent generated sales of more than $46,400 in retail revenues, for instance. Then, in September, Féerie is due out in the rest of the world in extremely tight distribution.
Inter Parfums executives would not divulge sales projections, but industry sources estimate Féerie will generate up to $23 million in retail revenues during the September to December period.
The price points in the Féerie line are higher than for any other Van Cleef & Arpels scents. The 100-ml. eau de parfum spray, for instance, retails for 120 euros, or $185.60 at current exchange rates, while the 50-ml. edp spray goes for 78 euros, or $120.65. Ancillaries include a 150-ml. body milk for 34 euros, or $54.15; a 150-ml. shower gel for 30 euros, or $46.40, and a 200-ml. body cream for 70 euros, or $108.30.