PARIS — Loewe is gearing up to introduce Esencia Femme, a women’s fragrance, inspired by its classic men’s scent, Esencia Loewe.
This story first appeared in the August 9, 2002 issue of WWD. Subscribe Today.
The LVMH Moët Hennessy Louis Vuitton-owned Spanish leather and luxury goods manufacturer will introduce the fragrance this fall.
The Mission: Esencia Femme is meant to attract young women with a “radically contemporary” state of mind and to “establish a benchmark in the firm’s history,” Loewe said in a statement.
The Concept: The fragrance is meant to reflect the concepts and values of the brand’s 15-year-old Esencia Loewe scent and was created for “a new woman that knows how and wants to be desirable.” The fragrance’s scarlet packaging is meant to evoke passion and femininity. The flacon is a red cylinder, topped with a cylindrical matte gold cap. The outer carton is also red and features a print of crumpled paper.
The Goal: Esencia Femme will be introduced in Spain and Portugal in September. Austria and Belgium will get the scent in October, while the rollout to Asia, the Mideast, Latin America and the rest of Europe is planned for 2003.
While Loewe refused to divulge sales projections, industry sources estimate that the fragrance could ring up $2.4 million in Spain and Portugal in the first three months after launch.
The Creation: The scent’s juice, concocted by Firmenich’s Alberto Morillas and Emilio Valeros, Loewe’s in-house perfumer, features top notes of lemon, ginger, bergamot and grapefruit. Violet leaves, rose, lotus flower and lily of the valley are at the heart of the fragrance. Base notes include Bourbon vanilla, musk and woody notes. The eau de toilette comes in 50- and 100-ml. spray bottles that will retail for $46 and $67, respectively, in Spain.
All prices have been converted from the euro at current exchange rates.