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Givenchy Very Irrésistible’s Floral Turn

Parfums Givenchy is adding a new olfactory variation, L’Eau en rose, to its Very Irrésistible franchise.

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PARIS — Parfums Givenchy is adding a new olfactory variation, L’Eau en rose, to its Very Irrésistible franchise, which began in 2003.

This story first appeared in the February 7, 2014 issue of WWD.  Subscribe Today.

“Very Irrésistible is now a classic of the perfume business,” said Thierry Maman, global president of Parfums Givenchy, part of LVMH Moët Hennessy Louis Vuitton. He added that the scent ranks in the top 12 of women’s prestige fragrances.

“With L’Eau en rose, what we wanted to do was to create a frosted rose,” said Maman. “We wanted to create a rose that would have a very airy burst, a very vivacious femininity.”

International Flavors & Fragrances master perfumer Carlos Benaïm created the juice, which includes notes of rose, blackberry and musks.

The bottle takes the original Very Irrésistible’s shape but has a pink-coral hue.

Fronting the Very Irrésistible brand is American actress Amanda Seyfried, who appears in the print advertising photographed by Glen Luchford and in the TV campaign by Cédric Klapisch. For L’Eau en rose, the spot starts in the same way as for the Very Irrésistible scent, with Seyfried entering Café de Flore, but ends with a twist.

“It’s charming, it’s fresh, it’s vivacious — just like we wanted to be in L’Eau en rose,” said Maman. “We chose Amanda because she is embodying the values of the line.”

Seyfried also has links with Givenchy fashion. She not only attended its show but was tapped by the label’s couturier, Riccardo Tisci, to be in the brand’s campaign that came out last summer.

For her part, Seyfried called Givenchy “as classic as it gets. But I mean, there’s always something very edgy, too. This is as good as it gets for me. I will be loyal to the brand forever.”

Seyfried — who starred in the recent “Lovelace” (of which she said: “I’m really proud of this, more than anything I’ve ever done) — explained that to be “very irresistible is to be kind and loyal and very present, but also to be like three steps ahead of everybody. It’s something that we can’t grasp; it’s not dangerous — but it’s on the brink.”

L’Eau en rose was launched exclusively in the Champs-Élysées Sephora on Jan. 29. In March the product will be sold in full Sephora distribution in France, plus the U.K., Germany, Russia, Belgium and the Netherlands. In April the fragrance is to be carried France-wide and in the Ukraine, Spain and Canada, followed by Italy and the U.S. in May.

In France, the eau de toilette is priced at 51 euros, or $69 at current exchange, for the 30-ml spray; 71 euros, or $96, for the 50-ml. version, and 88 euros, or $119, for the 75-ml. edition.

While Givenchy executives would not discuss sales projections, industry sources estimate L’Eau en rose will generate 25 million euros, or $33.9 million, in first-year retail sales worldwide.

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