MILAN — Who is today’s 25- to 40-year-old woman?
This story first appeared in the August 30, 2002 issue of WWD. Subscribe Today.
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.