Amor Amor, the latest fragrance for women from the L’Oréal-owned brand, is set to bow this fall. While the scent features a floral juice — like Cacharel’s six other women’s fragrances — Amor Amor is not meant for shrinking violets.
“The idea [behind the scent] is passionate romanticism,” explained Thomas Perrot, international group manager.
Amor Amor will be introduced 18 months after the launch of Gloria, a women’s scent, which also departed from Cacharel’s traditional theme of youth’s innocent tenderness. The latest scent, which targets the 18- to 30-year-old set, is meant to be provocative.
“Gloria is seductive because women have a sense of pleasure for themselves first,” said Perrot. “Amor Amor seduces men directly.”
To illustrate the new fragrance’s precocious element, advertising for Amor Amor features a couple in a passionate kiss.
Created by the Air Paris agency under the direction of Tho Van Tran, the ads feature repeated images of models Delfine Bafort and Kelly Rippy. Single and double pages will break at launch time as will 30-second TV and movie spots. In the film campaign, also created by Air Paris, Bafort pulls the coil of wire, which is wrapped around the spray device of the Amor Amor bottle, and tosses a flacon at Rippy. The bottle is transformed into a rose, which explodes and releases a shower of petals over the kissing couple.
L’Oréal executives refused to comment on projections, however, sources estimate it could do $40 million in wholesale volume its first year.
The scent, concocted by Laurent Bruyère and Dominique Ropion of International Flavors and Fragrances, is a sparkling fruity floral.
The fragrance features musky woody notes, including cedar, sandalwood, musks and gray amber, as well as fruity notes like grapefruit, orange and Sicilian mandarin. Additionally, there are melati — an Indonesian jasmine.
The flacon and its metallic silver-and-red outer packaging were designed in house.
The eau de toilette comes in 30-, 50- and 100-ml. versions that will sell for $35, $50.50 and $75, respectively.Prices are converted from the euro.
Amor Amor will bow in many European countries and travel retail in October. Latin America and markets in the Asia-Pacific region will get the scent in 2004.
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