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Lalique’s New Universal Appeal

PARIS — Lalique Parfums is in the family way.<br><br>It will introduce Eau de Lalique, the house’s first unisex fragrance, starting this March and with it, plans to extend the brand’s consumer base.<br><br>"The classic Lalique...

PARIS — Lalique Parfums is in the family way.

It will introduce Eau de Lalique, the house’s first unisex fragrance, starting this March and with it, plans to extend the brand’s consumer base.

“The classic Lalique fragrance targets well-established women aged 35 to 40,” said Dominique Daviaud, managing director of Lalique Parfums. “With [our last women’s scent], Tendre Kiss, we’re trying to capture our classic users’ daughter and with Eau de Lalique we’re hoping to [attract] the whole family.”

Industry sources estimate the fragrance, which will be introduced in Europe in March and in the U.S. in the beginning of summer, could generate $2.4 million to $3.2 million in wholesale volume in its first year.

The fragrance, concocted by Emilie Coopermann of Creations Aromatiques, is meant to be sensual and fresh. The juice’s top notes include mandarin, citron, bergamot, cardamom and dill; at the heart are freesia, hibiscus and cinnamon, while the scent’s base features notes of amyris wood, sandalwood, guaiac wood, benzoin and white musk.

Eau de Lalique comes in an upright rectangular glass bottle with beadlike details along the edges. Its lineup includes 200- and 100-ml. eau fraîche sprays that will sell for $71 and $50, respectively. An ancillary line will include a 200-ml. bath and shower gel, 200-ml. body cream and 150-g. soap for $23, $27 and $16.65, respectively.

All dollar prices are for France and are converted from the euro at current exchange rates.

This story first appeared in the January 17, 2003 issue of WWD.  Subscribe Today.