NEW YORK — Givenchy is hoping that its newest fragrance — and its new face — will prove enticing to consumers this fall.
This story first appeared in the May 9, 2003 issue of WWD. Subscribe Today.
Very Irresistible Givenchy, the house’s first major new fragrance since Organza was launched in 1996, will begin rolling out in mid-August — and Alain Crevet, Parfums Givenchy’s president and chief executive officer worldwide, is confident he’s got a winner.
The scent, which Crevet calls an “intensely feminine, fresh, modern rose floral,” is by International Flavors & Fragrances and includes a five-rose formula made up of centifolia, peony, fantasia, passion and emotion roses, said to be elegant, daring, spontaneous, intense and sensual, respectively.
According to Crevet, the juice is a “modern departure from the traditional linear fragrance structure — Very Irresistible Givenchy has a five-pointed star composition and is the perfume world’s first ‘aromatic floral.’ ” The roses are balanced with notes of star anise, red berry accord, magnolia leaves, lily of the valley, magnolia and jasmine, while the finish is of sandalwood and woody accord.
The lineup will include eau de toilette sprays in three sizes: a 1-oz. bottle for $40, a 1.7-oz. bottle for $53 and a 2.4-oz. bottle for $63. Two ancillaries, a 6.7-oz. perfumed body veil and a 6.7-oz. bath and shower gel, also will be available, for $42 and $38, respectively. In November, a 0.25-oz. perfume spray will be available as well, for $90.
The tall, slim, curvy glass bottle, tinted in pink, which ranges from bright at the bottom to delicate at the top, is being produced by Saint Gobain (except for the 1-oz. bottle, which is produced by Pochet). The bottle is finished with a silver collar engraved with the words Very Irresistible Givenchy. The carton is a metallic pink.
Crevet is also excited to show off the fragrance brand’s new face, actress Liv Tyler, who will appear in all advertising for Very Irresistible Givenchy. “We had to do something that would bring us back to the roots of the brand, to that amazing partnership between Hubert de Givenchy and Audrey Hepburn,” said Crevet. “One part of that strategy was to mix French elegance with American spontaneity, which meant finding a talented young American actress. And from the beginning, I thought Liv would be ideal —?she has the perfect blend of beauty and charisma, and, of course, she is a wonderful actress with an unquestionable sense of style.” While he wouldn’t elaborate on details, Crevet said there are also plans in the works to build a Givenchy color cosmetics line around the actress.
For her part, Tyler’s excited to be involved: “I’m so grateful to be a part of the new launch —?and they’re making me feel like a princess,” she told WWD at a recent auction of items belonging to Audrey Hepburn, the brand’s first muse. Tyler has just finished shooting the TV commercials the brand is presenting at launch, which were shot in Paris a few weeks ago. For the campaign, directed by Vincent Jérome for LDM Productions, Tyler was reunited with Darius Khondji, her “favorite cinematographer,” with whom she first worked on “Stealing Beauty.”
Tyler acknowledges, however, that she’s got some big shoes to fill in following Hepburn on the Givenchy brand. “She was an incredible woman who filled her time doing such admirable things —?Audrey Hepburn was beautiful inside and out,” she said.
While he insists that the fragrance will have “universal appeal,” and that he “doesn’t want to alienate existing customers,” Crevet also hopes that Very Irresistible Givenchy — and Tyler’s involvement — will pull in a slightly younger consumer for the brand. While the Givenchy fragrance brand’s median age is currently 30 to 35, Crevet said that he believes this scent will also attract slightly younger consumers than Givenchy’s traditional group, perhaps in the 25-year-old range.
The collection will be available in about 1,800 U.S. department and specialty store doors. While Crevet wouldn’t comment on projected first-year sales or advertising spending, industry sources estimated that the fragrance could do upward of $100 million at retail globally in its first year, with about $30 million of that done in the U.S. Advertising spending in the U.S. is estimated at about $5 million at launch in the U.S., about $15 million globally at launch in total.
National print and TV campaigns are planned, both featuring Tyler. They have a cinema-type feel; the black-and-white print ad, shot by Mario Testino, is in the style of a movie poster, with a headline reading “Givenchy Presents Liv Tyler in Very Irresistible Givenchy” and a tag line reading “Le nouveau parfum…very élégante, very fun, very you….” As well, about 75 million scented strips are planned for the U.S.
The TV commercial, also done in black and white, is in the form of a movie trailer, with Tyler at Paris landmarks. Print advertising will begin appearing in September magazines, including Vogue, Elle and In Style. TV is planned at launch.