MILAN — Versace and Euroitalia are introducing a new sparkler: Versace Yellow Diamond Intense, a highly concentrated eau de parfum that picks up where its 2011 eau de toilette predecessor, Versace Yellow Diamond, left off.
The scent will retain the advertising campaign of the original edt, shot by Mario Testino and featuring model Abbey Lee Kershaw, but will feature new external packaging, with a deep blue box covered in wild gold swirls. Perfumer Alberto Morillas of Firmenich opted for top notes of Diamante citron, pear sorbet, neroli and bergamot; a heart of freesia, orange blossom, jasmine and osmanthus, and a drydown of benzoin, amber wood, Palo Santo and musk.
Versace creative director Donatella Versace’s love of yellow diamonds informed the bottle design, which features a multifaceted gemstone cap over a clear glass base that reveals the highly saturated juice.
Euroitalia president Giovanni Sgariboldi said the original fragrance’s success had paved the way for Yellow Diamond Intense. “[The edt] made a lot of customers loyal to the brand, which certainly gave us the satisfaction and enthusiasm to take on this new project,” he said, noting that central Europe and Asia had been key regions for Yellow Diamond.
With distribution slated for 15,000 doors worldwide, Versace Yellow Diamond Intense will mirror the positioning and rollout plan of the original juice, kicking off in Italy this July before reaching the rest of Europe and the U.S. in September and the Far East by 2015.
Sgariboldi did not disclose estimates, but industry sources said the new edp could rake in 50 million euros, or about $68 million at current exchange, in retail sales in its first year on the shelf.
"I was driving back on Saturday afternoon from the beach, and I just saw this sign saying 'Skydiving for $95.' And I was like, I can't not sky dive for $95," says Tom Bateman about a moment in Hawaii while shooting "Snatched." #wwdeye (📷: @vsteves; Interview by @ktauer; Styled by @thealexbadia)