PARIS--Paco Rabanne Parfums is betting that Europeans will be so overwhelmed by the fall blitz of new fragrances that when they finally reach for their wallets at Christmas, they'll buy the newest one--XS Pour Elle. Arriving last on perfumery shelves in a season boasting 10 major fragrance launches is key to the success of Rabanne's new women's scent. It will make its debut Nov. 8 in France, the U.K., Ireland, Belgium and the Middle East. A rollout to other countries, including the U.S., is set for spring. In France, where XS Pour Elle will be launched in 1,800 doors, sales for 1994 are expected to total $5.7 million (30 million francs), according to Mariano Puig, president of Paco Rabanne Parfums and scion of the Barcelona family that owns the Rabanne fragrance and fashion businesses. The men's XS had achieved worldwide sales for its first year, which ended in June, of just under $50 million, outpacing the company's previous bestseller, Pour Homme. As with that successful launch, Rabanne is targeting an 18-to-25-year-old customer for the women's fragrance and emphasizing the bold graphics of the XS logo. However, the look of the women's scent has been softened to make it more feminine, explained international marketing director Andrea Zanconato. "We're playing with the same values, but the men's is much more direct," he said. "The women's is more subtle and the main concept is about light." For example, the bottle has the same elliptical shape as the men's bottle, but has a removable cap rather than the flip-top hinged lid on the men's version. The glass is frosted and the logo is wrapped around the bottle to make it more abstract. In addition, the designer, who is passionate about astrology, has added symbols on the top of the bottle that represent woman flanked by Pisces and Aquarius. These touches were designed to make the product, a blend of tangy citrus notes and white flowers, more appealing to women, Puig said. "A men's scent for Paco--that we know how to do, but we're less at ease when it comes to doing a women's fragrance," he added. Rabanne has three other women's fragrances--Calandre, Metal and La Nuit--which are mainly distributed in France, Spain and South America. Together, they represented less than 10 percent of Rabanne's total sales of $130 million last year. The four stockkeeping units in the XS Pour Elle line are eau de toilette sprays in 100-ml. and 50-ml. versions, a 75-ml. eau de toilette pour and a 100-ml. spray deodorant. Prices range from $74 (390 francs) for the 100-ml. spray to $27 (145 francs) for the deodorant. Puig said the French media launch budget, which includes print and TV advertising, would equal his sales objective of $5.7 million (30 million francs). The TV commercial features special effects by Pitof, who won a prize at the Cannes festival in May for his work in a French film called Grosse Fatigue. The soundtrack is by Goran Bregovic, who did the score for the men's TV commercial. There will also be a print advertising campaign, which includes magazine inserts featuring the XS products for men and women. According to Rabanne and Puig, if the new launch proves a success, the next project might be an XS fashion line.
@margotrobbie steps out onto the red carpet wearing @miumiu. The actress is nominated for “Outstanding Performance by a Female Actor in a Leading Role” in “I, Tonya” at the #SagAwards. (📷: Stewart Cook) #wwdfashion
For @massimogiorgetti of @msgm, the Nineties are his favorite decade. “They had a huge impact on my personal growth. What I like of the Nineties is that they are not so precise in terms of style as other decades…there was actually a bit of everything,” he said. As seen on MSGM’s Spring 2018 show: tie-dye and a bit of grunge, two styles that are synonymous with the decade #wwdfashion #wwddecades (📷: @kukukuba)
Breaking News: @hedislimane joins @celine as its new artistic, creative and image director. One of fashion’s preeminent image-makers and trendsetters, Slimane is to join the LVMH brand on Feb. 1 and unveil his first fashion proposition for men and women next September during Paris Fashion Week. It marks a major homecoming for Slimane, who cemented his reputation – and influenced men’s tailoring for more than a decade – as the designer of Dior Homme between 2000 and 2007. He went on to reinvent and ignite the house of Yves Saint Laurent, which he rechristened Saint Laurent, between 2012 and 2016 – all the while maintaining a close relationship with the Arnault family, which controls LVMH and Dior. Read the full exclusive story on WWD.com. Link in bio. #wwdnews #wwdfashion
“Personally I believe the Eighties have been the richest and more vivacious period for international fashion,” Giorgio Armani said when asked what his favorite decade of fashion is. It was a moment of disruption and experimentation and only thinking back to the first years of that decade is always an emotion for me, for what they have meant to me and my work.” The influence is clear in @giorgioarmani spring 2018 collection, pictured here, which was full of bright colors and unexpected prints. Read more about which decades designers loved most on WWD.com #wwdfashion #wwddecades (📷: @aitorrosasphoto)
For Lady Gaga’s only Italian show on her “Joanne World Tour,” the singer wore a range of @versace_official outfits. The standout piece: this custom-made bodysuit inspired by the brand’s spring 2018 collection. #wwdfashion (RG: @ladygaga)
@_camillaruth_ is expanding on the wellness-craze concept with @westbourne – a new NYC restaurant that’s both a healthy-minded café as well as a business that gives back to the community. Marcus works with the Robin Hood foundation to give back to The Door, a non-profit providing youth development services, and also hires employees through The Door. Read our full interview with Marcus on giving back through food on WWD.com. #wwdeye (📷: @lexieblacklock)