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Lulu’s First Fragrance

LONDON —?It’s fairly safe to say that Lulu Guinness’s mission in life is to accessorize quirky, glamour girls head-to-toe. Following her successful bag and shoe lines, Guinness is set to launch her self-titled fragrance next...

LONDON —?It’s fairly safe to say that Lulu Guinness’s mission in life is to accessorize quirky, glamour girls head-to-toe. Following her successful bag and shoe lines, Guinness is set to launch her self-titled fragrance next spring.

“I knew instinctively how I wanted the scent to be,” she told WWD in a recent interview. “I wanted a scent that smelled like fresh flowers in a country retreat first thing in the morning, something very floral and unashamedly feminine.”

The scent’s top notes are a floral bouquet of sparkling clementines, cassis flowers, apple blossoms and sweet peas. Middle notes of lily of the valley, Easter lilies, deep amaryllis and bluebell lilies build the heart of the fragrance. Base notes are of sandalwood and heliotrope, with three floral extracts; Egyptian jasmine absolute, rose absolute and French wild jonquil absolute. The juice is by Rodrigo Flores-Roux, from Quest International and distributed by Riviera Concepts Inc.

When making the fragrance, Guinness wasn’t so much thinking about her customer but more about her own likes and dislikes. “I think you have to be very true to yourself,” she said. “You can’t appeal to everyone in the world, but I think there are enough people out there who share my sensibility.”

There are eight stockkeeping units in the lineup: a 1-oz. perfume spray in “Be a Glamour Girl” Lulu bag priced at $200; a 1.7-oz. and 3.4-oz. eau de parfum spray priced at $60 and $80, respectively, and a 1-oz. eau de parfum purse spray in a pouch for $40. The luxury bath and body range includes a 5.7-oz. body lotion priced at $46, a 6.8-oz. body cream at $78, a 7-oz. tub of dusting powder at $48 and a 7.8-oz. hand cream for $28.

The packaging is as individual as the scent. Designed by Guinness herself, it’s reminiscent of her unique quirky bags and Forties-style shoes. “Everything I do is about being different from everybody else,” she said. “The packaging is old-fashioned but in a glamorous sense, I wanted to create something that you really want to put on your dressing table.”

The bottle is lilac, Guinness’s favorite color, and circular in shape. Sketched on the front is a simple image of its designer, complete with black curls and bright red lipstick, a product she hopes to add to the range shortly. The box is presented in lilac and cream stripes, inspired by the awnings of her London storefronts, and embossed with her trademark logo.

The collection will enter 200 to 300 doors in the U.S., including Nordstrom and Neiman Marcus, in March and will have an exclusive U.K. launch at Harrods in London the next month. The scent will also be available at Lulu Guinness shops. Projected first-year sales are expected to reach $5 million at retail, according to estimates by industry sources.