ROME — Omnia means "everything" in Latin, and "one’s lifelong wish" in Arabic. To Bulgari, it also, hopefully, means "winner." The Italian luxury goods house is aiming to make Omnia the hottest selling scent in its fragrance portfolio, with industry sources estimating that the new scent could generate $60 million to $70 million globally at retail during its first year in 14,000 points of sale.

"Our expectation is the kind of success the company hasn’t been able to reach in the past — bigger than Blu; we expect [Omnia] to be double-digit growth for us in the perfume division," said Francesco Trapani, Bulgari’s chief executive officer. He refused to discuss sales targets or advertising budgets, but sources estimate that the target for the U.S. is $10 million at retail, backed by $2 million in advertising for the first year.

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