Celine Looks to Hit 'Fever' Pitch

PARIS — Celine has a fever and hopes that it will be contagious.

The LVMH Moët Hennessy Louis Vuitton-owned luxury label and its beauty licensee, Inter Parfums, will introduce a fragrance duo, called Celine Fever, starting in March.

The women’s and men’s scents, the brand’s second duo since its signature masterbrand was launched in 2001, is meant to play on paradoxes inherent in the Celine brand, said Nicolas Berdugo, Inter Parfums’ marketing director.

“Celine is discrete on the outside and sexy inside,” said Berdugo. “It’s a sexiness that’s not obvious. We developed fragrances corresponding to that positioning.” Berdugo added the Fever scents are about sensuality and sexiness, whereas Celine’s signature fragrances are intended to be a more sober and elegant expression of the brand.

Industry sources estimate Celine Fever will generate 15 million euros, or $19.5 million at current exchange rates, in retail sales during its first year.

Celine Fever’s bottle design was also intended to be a play of contrasts, said Berdugo. The interiors of the rectangular heavy glass flacons, designed by Thierry de Bashmakoff, are slightly curved. They are tinted in strong colors — ruby red for the women’s and deep blue for the men’s — and have a shadow effect at the center of each. The bottles are topped with black caps with silver accents that are decorated with Celine’s logo, which is also embossed on the scents’ outer packaging.

An advertising campaign shot by Matthias Vriens features model Mini Anden. A sampling effort, including 1-ml. vials, will support the launch.

Concocted by International Flavors & Fragrances’ Beatrice Piquet, Celine Fever pour Femme is an opulent, woody oriental floral. It has top notes of mandarin and blood orange; heart notes include frangipani flower and Indian jasmine, and Indian sandalwood, vanilla and an amber accord comprise its base.

Ilias Ermenidis, of Firmenich, created the dense fresh spicy woody scent for Celine Fever pour Homme. The fragrance has top notes of green pepper leaves, cardamom and elemi; heart notes of sage, citrus and incense, and notes of patchouli, vetiver, sandalwood and musk in its drydown.

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