PARIS — Parfums Lolita Lempicka is turning 10 and celebrating with an image makeover.

The brand, which is licensed to Pacific Création Parfums Beauté, has unveiled its cinema campaign — for its signature fragrance, which bowed in 1997.

Directed by photographer Christian Moser, the 30-second film, "L'Eveil du Désir," or "The Awakening of Desire," in English, depicts Swiss model Aomie Sessions in a sparkling Lolita Lempicka dress, finding a bottle of scent in an enchanted wood.

"She's a fairy waking up," said Lolita Lempicka, the Paris-based designer behind the brand.

"Creating desire is our vocation," said Catherine Dauphin, president of Pacific Création Parfums Beauté. "The fragrance has not aged at all, but we want to pay an even more beautiful homage to the scent."

The firm, which added a second women's scent, dubbed L, to its portfolio in March, decided to create a film to maintain its first scent's momentum. Its previous advertising had remained unchanged for nine years.

"Just because we have launched another scent doesn't mean we will stop investment on the first," said Pacific Création's marketing director Veronique Cooper.

The film premiered Oct. 11 in 1,500 cinemas across France and will run through Dec. 12. An accompanying print ad, which broke Oct. 9, shows Sessions holding the bottle.

Dauphin said Lempicka's first fragrance has enjoyed a crescendo of success and is today sold in 90 countries. In France, where the scent generates the majority of its business, it ranks among the top five bestselling fragrances, Cooper said, citing NPD figures.

In other Pacific Creation news, the firm has signed a deal with Fragrances Elite International to distribute the Parfums Lolita Lempicka brand in the U.S. The contract has been effective since Oct. 1. As reported, Gary Farn Ltd.'s U.S. distribution agreement with Pacific Création, which manufacturers Lolita Lempicka and Jean-Charles de Castelbajac scents, came to an end Sept. 30.

This "will enable the implementation of a dynamic and selective strategy that will include both the development of the brand's existing lines and the launch of a new Lolita Lempicka feminine fragrance in 2007," Pacific Création said in a statement, adding it plans to invest in the U.S. market.
Ellen Groves

Selective Beauty, Iceberg Sign Deal
MILAN — Selective Beauty has reached a fragrance licensing agreement with Iceberg, the Italian fashion house.The Paris-based cosmetics company signed a six-year global licensing agreement for fragrances under the Iceberg brand. The license will be renewable until December 2016. A fragrance line is now being developed for Iceberg, which was founded in 1974 by the Gilmar Group, and products are slated to be introduced next year.

The Iceberg license expands Selective Beauty's portfolio, which includes worldwide fragrance licensing deals with Benetton, Agent Provocateur and Trussardi, as well as distribution contracts for fragrances produced by Bulgari, Chopard and Burberry. Selective Beauty, which recently opened a U.S. subsidiary in New York, is expected to reach turnover of $178 million by yearend, thanks to a steady growth rate of 50 percent annually.
Stephanie Epiro

Creed's $20,000 Day at Bergdorf's
NEW YORK — Erwin Creed, senior perfumer for fragrance marketer Creed, stopped at Bergdorf Goodman Monday, as part of a 10-day U.S. tour to meet and greet customers while promoting the launch of the brand's limited-edition Royal Ceylan scent.

The 1.7-oz. fragrance, which is priced at $270, is carried exclusively at Bergdorf Goodman and Neiman Marcus. Creed, who is based in Paris, represents the seventh generation of the French fragrance-making family. "It's interesting for me to see our customers and have discussions with them," said Creed. "It gives it that personal touch that consumers are looking for."

Erwin Creed's two-hour appearance at Bergdorf's generated more than $20,000 in revenue, according to Thomas Saujet, president of International Cosmetics and Perfumes, which distributes Creed scents in the U.S.
Michelle Edgar

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