Bulgari Unveils New Eau Parfumée Scent
MILAN — After green and white, Bulgari has chosen — what else? — red for the third installment of its series of tea-inspired scents, the same color scheme that's found on the Italian flag.

The Rome-based jewelry and luxury goods brand has launched Eau Parfumée au Thé Rouge, following the success the company has enjoyed with its Eau Parfumée au Thé Vert (Green Tea, in English) and Eau Parfumée au Thé Blanc (White Tea) counterparts.

Bulgari chief executive officer Francesco Trapani said the company's tea story could continue further.

"The story of Eau Parfumée is strongly linked to the inspiration that derives from [tea] and its uniqueness," said Trapani, "so there's the possibility we will use it again in the future to expand the collection."

Eau Parfumée au Thé Rouge, an eau de cologne, began reaching shelves in the U.S., Asia and travel retail venues this month. Plans call for it to be rolled out to the rest of the world by March. The scent was introduced at Saks Fifth Avenue in the U.S. on Sunday. It will be carried at Saks on an exclusive basis for the spring season, after which it will be rolled out to 500 doors in the U.S.

Bulgari declined to comment on a projected sales figure for the scent's first year on shelves, but industry sources estimate Eau Parfumée au Thé Rouge could ring up between $2 million and $4 million in retail sales in the U.S.

Created by perfumer Olivier Polge of International Flavors & Fragrances, Eau Parfumée au Thé Rouge is part of the woody-spicy family. Its clear glass flacon, which was designed by Thierry de Baschmakoff, features a transparent stopper stained red.

Intent on upping the sensual properties of Eau Parfumée au Thé Rouge, top notes include pink pepper with orange and bergamot. Middle notes include fig, Roiboos red tea from South Africa and Yunnan red tea from China — ingredients the company say have never been used before in perfume. The scent is finished with notes of walnut and musk.

Eau Parfumée au Thé Rouge will be merchandised at both the men's and women's fragrance bars, according to Bulgari.

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