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.
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