Fragrance marketers at Diana de Silva are hoping to answer that question with Byblos Donna, the company’s latest women’s scent, which is set to roll out in September.
If Fifties and Sixties housewife drudgery provoked radical feminism in the Seventies — which perhaps led to the power-suit wearing women of the Eighties — the company’s marketing team believes that women today have settled somewhere in between.
"Women are professional and know what they want, but also have a family and children in mind," said Grazia Cominato, Diana de Silva’s marketing manager for fragrance. "They are not ashamed to have emotion. They are proud of their sensitivity."
And Cominato hopes that Byblos Donna will pique their interest. A floral fruity oriental, the new fragrance is targeted toward 25- to 40-year-old women embracing a new type of femininity: one of contrasts.
The juice, created by Firmenich, seeks to be both lightly intense and intensely light. It has berries, lily of the valley and apple leaves as top notes, and pepper, violet, rose and hawthorn in its heart. Finishing off are notes of praline, teck, musk, citron wood and raspberry.
Diana de Silva may no longer have the powerhouse Gianfranco Ferré license, its driving growth force in the mid-Nineties, but Byblos Donna is proof that the company is busy pumping up its other brands to compensate.
During this year’s Cosmoprof, Roberto de Silva was unfazed by the Ferré loss — which went to ITF in the spring of this year — noting that sales of its Montana Parfums had already doubled compared with when it was owned by Clarins. Diana de Silva launched men’s fragrance Montana Green earlier this year as the latest project in its goal to create a new, complete Montana line.
Now it’s Byblos’ turn: The brand’s Byblos Men fragrance launched earlier this year and industry sources said Byblos Donna could bring in $3.9 million to $4.9 million wholesale, globally, in its first year of sales.
Byblos Donna’s bottle and box were created in-house under Diana de Silva’s artistic direction.The Byblos Donna family includes: 50-ml. and 100-ml. eau de toilette sprays; 250-ml. Perfumed Bath Foam; 250-ml. Perfumed Body Lotion, and 150-ml. Perfumed Deodorant Natural Spray. The company would not disclose specific prices, but said retail prices for the products would range from $20.52 to $61.38. All figures were converted from the euro at current exchange rates.
@kith is moving into children’s. The men’s and women’s streetwear brand has launched Kidset, a Kith kids line located in New York at 64 Bleecker Street. The line includes mini versions of staple Kith pieces like the Astor bomber jacket and the Kith box logo sweatshirts, along with a wall that can display up to 120 pairs of shoes from @adidas, @newbalance, @timberland and more. #wwdfashion
“I just wanted to create this fully rounded character, but I do think what excited me most was just the opportunity to give a group of people representation that I feel needs it. I like to do characters in projects that stand for something and Karolina definitely does, so that was really exciting to me,” @ginnygardner says of her new role in @hulu’s “The Runaways.” Gardner plays Karolina Dean, a queer superhero, which is a rarity for @marvel. Read more about Gardner’s character on WWD.com #wwdeye (📷: @dandoperalski)
@heriethpaul and @gracebol have a moment on the @victoriassecret fashion show 2017. See every look from the runway on WWD.com. Link in bio. (📷: @giovanni_giannoni_photo) #wwdfashion #victoriassecret #VSFashionShow
“Azzedine has been one of the biggest influences in my life. He has always been such a strong, loving, fatherly figure to me. I call him Papa. His designs are indescribably unique, they are pieces of art. He knew how to make the female form look its loveliest. I have so many memories of him; my favorite might be during my first show with him in Paris. He liked me and he wanted to help me get more work. He called all his friends at Kenzo and Comme des Garcons, and asked them to book me. They said, ‘But she can’t walk!’ And he said, ‘but she has such a great ass!' His friendship and support has been the great privilege of my career. I can't imagine life without him. Repose en paix mon Papa.” - @stephanieseymour tells @wwd. #wwdfashion (📷: @steveeichner) #alaia #azzedinealaia
Azzedine Alaïa, flanked by two of his closest friends, models Stephanie Seymour and Naomi Campbell.
He designed Seymour’s dress for her 1995 wedding to Peter Brant, and treated Campbell (who famously called him Papa), like a daughter. For more on the legendary designer, tap the link in bio. #wwdfashion #alaia #azzedinealaia