MILAN — For its new women’s fragrance, Creation, La Perla is hoping to lure consumers to the counter with the suggestive power of a bra clasp.
The bite-sized accessory, gold in color and hanging around the bottle’s neck like jewelry, was conceptualized as a symbol of the brand’s inherent sensuality. Enticing tactics are critical this fall, given the onslaught of new fragrances, and executives at Morris Profumi — holder of the La Perla fragrance production and distribution license — maintain that Creation’s stand-out point comes from the brand’s natural sex appeal. And as the first La Perla fragrance since Eclix in 2000, Morris is banking on the brand’s ability to authentically relate to a woman’s seductive emotions.
"It is a concept that is very simple but also very strong," said Emanuele Riva, export director for Morris Profumi. "La Perla can talk to women about sensuality better than the others. For many of the others, they are playing [with the concept]. La Perla has it all by itself."
Morris said sales for the fragrance, a fruity floral wood, are expected to push $7.9 million wholesale for 2002. All figures are converted from the Euro at current exchange rates.
Creation was formed by Dragoco and is characterized by bright top notes such as Calabrian tangerine, a floral heart, and sensual vanilla, white musk, patchouli and Benzion Siam at its base.
The fragrance will appear on shelves in Spain, Holland, Italy, Belgium, the UK, Germany and Switzerland in September and will roll out to other parts of Europe and the Mideast within the end of October. Riva said the eau de parfum is slated to be on U.S. shelves in summer 2003.
"The Mideast has been fairly difficult for us in years past," he added. "We had some trouble consolidating sales in the market. This year, we hope to recuperate the position."
Creation is meant to appeal to a broad range of women, and reaching an expanded target consumer is an overall goal for the La Perla brand: With its spring-summer 2002 prêt-à-porter debut and its jewelry, eyewear and fragrance lines, the brand is hoping to capitalize on the idea of the "La Perla spirit" — to which many different types of women can relate — through this wider product offering and messaging.Intended to dream up images of La Perla’s delicate garments and the women wearing them, Catherine Krunas designed Creation’s bottle with a barely-there curve and a soft gold cap. The box is pale cream with bronze accents.
"La Perla has a tradition of sophisticated and exclusive products," said Riva, who emphasized that Creation was being marketed as a niche product. "These elements were brought into the creation of the perfume."
Creation’s 50-ml. eau de parfum is priced at $52.04. The ancillary lineup includes a 100-ml. perfumed deodorant, a 200-ml. Sensual Cream, a 200-ml. Sensual Bath and a 200-ml. Sensual Voile. Prices, with the exception of the 50 ml. eau de parfum, were still being determined at press time. The price for the 50-ml. eau de parfum is for Italy.
The ad campaign features a silhouette of a seated naked woman and was created by Mixage. It will break in print outlets, including Vogue’s European editions, beginning in September. Morris is supporting the campaign with promotions such as a travel-sized body lotion that will be offered with the purchase of the 50-ml.-sized bath "value set" or, as in Spain, a free body lotion with purchase of the magazine.
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