PARIS — “I wanted to put the power of women in a bottle,” said Diane von Furstenberg, describing her new women’s fragrance, called Diane, which is due out in October.
This story first appeared in the May 25, 2011 issue of WWD. Subscribe Today.
“I wanted a perfume that reflected womanhood — what I know, what I feel about being a woman — and the power that we all have that we can be the woman we want to be,” she continued at an event here Tuesday night to preview the fragrance. “I feel like in the past 10 years, people have forgotten the magic that a perfume can have, and the power that it has. And therefore, I definitely wanted to do something powerful and seductive, without being aggressive.”
Diane, created with von Furstenberg’s beauty licensee ID Beauty, will first be introduced in October in Europe, North America and the Middle East. At launch in the U.S., the scent is to be carried exclusively at Bloomingdale’s, Nordstrom and Sephora.
Givaudan perfumer Aurélian Guichard created Diane’s floral woody fragrance. Von Furstenberg said there were two main elements she sought in the juice: frangipani and violet.
“It’s the ying and the yang,” she said, adding the contrasts of the two flowers “are the way I see women.”
In France, the Diane product lineup will include 100- and 50-ml. eau de parfum sprays, which will retail for 98 euros and 69 euros, respectively, or $138.20 and $97.30 at current exchange. The 100-ml. eau de toilette spray is to be 85 euros, or $119.90, while the 50-ml. edt spray will be 59 euros, or $83.20. There’s also a 200-ml. body lotion for 40 euros, or $56.40.