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.
EXCLUSIVE: Two and half months after John Targon, cofounder and codesigner of Baja East, was hired as creative director of the contemporary division at Marc Jacobs, he has left the company, WWD has learned. Marc Jacobs International, which is owned by LVMH Moët Hennessy Louis Vuitton, confirmed Targon’s departure in a statement: “John Targon is a talented designer and we appreciate the work he has done here. Ultimately working together did not make sense for the brand and we wish him the best.” Read the story by @jessiredale, link in bio. #wwdnews
@theluxurycollection is officially launching a collection, tapping Sofia Sanchez de Betak for the capsule. Over 30 styles will be featured in the Chufy x The Luxury Collection, debuting next month at Bergdorf Goodman, The Webster, FiveStory and more. De Betak, known as “@chufy,” drew inspiration for the collection from her trips to Japan in the past year #wwdfashion
@lhd, founder and CEO of @thewebster, has teamed up with @lebonmarcherivegauche for the European launch of her ready-to-wear line, LHD. The launch will come with an exclusive pop-up opening today that’s set to run through May 20. Located on the second floor, it carries her debut Miami-themed resort collection, launched in November as see-now-buy-now. #wwdfashion
@longchamp, which marks its 70th anniversary this year, just opened its biggest U.S. store on Manhattan’s Fifth Avenue. On the lower level there’s a floor-to-ceiling display of the brand’s iconic Le Pliage bag – in all of its different colors, shapes and sizes. Customers can also have their product personalized in-store by imprinting names, initials or emblems. #wwdfashion (📷: @ericmtownsend)
“Whenever I’m in that place of sound and music, I don’t have fear or nervousness…This album has a lot of themes of courage and boldness and I want to be the soundtrack for people’s lives. I’ll be so happy if [my songs] evoke strength in people, which I know music has done for me,” says @kimbramusic of her newest album “Primal Heart.” The New Zealand-born singer sat down with WWD to talk about her music, newest tour and connecting with hear fans — read more on WWD.com #wwdeye (📷: @jilliansollazzo)
Luxury handbag resale company @rebagofficial is planning to sell a rare collectible for $70,000: the @hermes White Crocodile Himalayan Birkin. The exclusive Birkin sold for about $100,000 in 2008, when @davidbeckham bought one for his wife @victoriabeckham to add to her collection. Read more about the rare Birkin on WWD.com #wwdaccessories
With her costume pearl necklace and what-you-see-is-what-you-get style, Barbara Bush, who died Tuesday at age 92, was a straight-shooter from start to finish.
Born Barbara Pierce in New York City, Bush served as the 37th first lady, as well as the country’s second lady from 1981 to 1989. In addition to being part of the longest presidential marriage — 73 years — Bush also had the unlikely distinction of having one son, George W., become the 43rd president and another son, Jeb, run unsuccessfully in 2016. Having served as second lady during the Reagan administration’s two terms and lived all over the world during her own husband’s ascending political career, Barbara Bush made it clear that literacy — not fashion — was her priority. Read more from Rosemary Feitelberg’s obituary on the late First Lady in WWD.com, link in bio. #barbarabush #wwdnews
Western and ’90s trends have influenced denim for fall 2018. Think raw, dark and coated jeans mixed with bold prints and tough leather. #trendtuesdays #wwdfashion (Styled by @thealexbadia;📷: @ryanplett)