PARIS — At Parfums Nina Ricci, the apple doesn't fall far from the tree.
The fashion brand's latest fragrance, called Nina, comes in an apple-shaped bottle reminiscent of the flacon for its 1952 scent Fille d'Eve. The new entrant, created by Puig Beauty and Fashion Group — owner of the Ricci label — is meant to broaden the brand's core audience to a younger demographic, aged 18 to 35.
"This is a generation aware of prestige brands," said Margerie Barbes-Petit, brand director at Parfums Nina Ricci. "This is a key target to ensure the brand's future via renewal of consumers."
Company executives say the fragrance's launch is also intended to capitalize on Nina Ricci's growing fashion momentum worldwide, thanks to artistic director Lars Nilsson, who joined the company in 2003.
"After struggling for years with its fashion direction, Nina Ricci has now found it," said Jose Manuel Albesa, vice president of international brands for Puig Beauty and Fashion Group.
While creating Nina, Puig executives reviewed Nina Ricci's traditional brand values, including fantasy, as well as the brand's icons, such as apples and flowers.
Puig executives say Nina was designed to embody accessible luxury. For instance, its bottle is of heavy glass, but the product sells at price points in just the 29 euros, or $37, to 55 euros, or $71, range.
In a first for Nina Ricci, known for its floral fragrances, Nina belongs to the floral gourmand family. The scent's juice contains toffee apple notes — used for the first time in fragrance, according to Firmenich's Olivier Cresp, who concocted the scent with Jacques Cavallier.
Top notes include Calabrian lemon and caipirinha lime. Heart notes are made of toffee apple, peony and moonflower. And there are base notes of apple wood and white cedar.
"The bottle was our inspiration" for the juice, said Cresp, adding it gave the perfumers the idea to include apple notes with a slightly acidic accord and toffee notes for a sugary, gourmand scent.
Nina's bottle, designed by Jérôme Faillant-Dumas, has a modern vintage look. Its rose-colored glass features a silver-colored cap and a leaf that discreetly has the brand's signature etched into it.Television advertising for the scent, shot by Spanish fashion photographer Eugenio Recuenco, shows a young woman falling under Nina's enchantment. Ukrainian model Ruslna Korshunova, wearing a Lars Nilsson dress, enters a large Parisian apartment. Her eye catches Nina's rose-hued bottle hanging from a silver-colored tree, and she climbs up a pyramid of apples to pluck it. Twenty-second versions of the clip will bow on television in France and the U.K. this fall. And, for the first time, Nina Ricci is to launch a version destined for movie theaters across France next year. Print advertising featuring Korshunova and tree images will come in single and double pages.
Nina Ricci plans to "create theater in-store," said Barbes-Petit. Merchandising will include large silver-colored trees with Nina bottles hanging off their branches. Sampling is to feature apple-shaped wands.
Puig executives said Nina's launch will be Nina Ricci's biggest since Puig acquired the brand in 1998. While not discussing numbers, they said they hope the fragrance will be as successful as Nina Ricci's bestselling L'Air du Temps scent.
Industry sources estimate Nina will generate up to 60 million euros, or $77.1 million, in first-year retail sales worldwide.
Nina comes in 80-, 50- and 30-ml. versions for 55 euros, 45 euros and 29 euros, or $71, $58 and $37, respectively. The products in the ancillary line include a 200-ml. shower gel, 200-ml. body lotion and 200-ml. deodorant spray, each selling for 19 euros, or $24.
The scent will launch in France in July, then be rolled out to Europe, Asia and the Middle East in September. The U.S. and Canada are slated to get the fragrance in 2007.
@tradesy is turning the concept of a showroom upside down with its new space in Santa Monica. Here, the company plans to hold events, art exhibits and a showcase rare fashion pieces like this Louis Vuitton boxing set. Get all the details on Tradesy’s first showroom on WWD.com. #wwdnews
Spotted last night at the @erdem x @hm launch event: Kate Bosworth, Rashida Jones, Kirsten Dunst and Selma Blair. The party, which took place in LA, also marked the opening of their pop-up shop. “I was interested in creating a collection that wasn’t in any way disposable. It was about pieces you’d create and keep forever, things that have a permanence to it,” designer Erdem Moralioglu said. #wwdeye (📷: Katie Jones)
Renee Zellweger in yellow in 2001 and again in 2017. Chosen as one of the 12 @pantone Leading Spring Colors (and dubbed “Meadowlark”), it only makes sense that the bright hue stands the test of time and is making a resurgence this season, seen already on stars like @blakelively and @gigihadid. (📷: Donato Sardello & @rexfeatures) #wwdfashion #tbt
Dior’s 70th anniversary celebration continues with a new exhibition at the Royal Ontario Museum in Toronto. “Christian Dior,” which is scheduled to run through March 18, takes a look at the founders tenure from 1947 to 1057 and feature 40 designs. Pictured here is an evening gown from the Ailée, fall 1948-49 haute couture collection. #wwdfashion (📷: Brian Boyle)
As one of the most recognizable models in the world, Christy Turlington Burns has an insider’s view of the fashion industry and the allegations of sexual harassment swirling around it. “I can say that harassment and mistreatment have always been widely known and tolerated in the industry. The industry is surrounded by predators who thrive on the constant rejection and loneliness so many of us have experiences at some point in our careers,” Turlington told WWD, along with her suggestions for how the modeling world should protect younger women and men. Read more on WWD.com. Link in bio. (📷: Tony Palmieri) #wwdnews
@asics America has tapped a new brand ambassador: famed DJ/record producer @steveaoki. This initiative is intended to set the tone for the new brand identity and philosophy and will include partnerships with influencers and in-store and off-line activations that will continue into next year. This is Asics’ most significant marketing effort in two decades, and is expected to attract younger consumers to the brand. #wwdfashion
24-year-old Jean Prounis is redefining the rules of jewelry. Formerly a studio assistant to Jemima Kirke and a design apprentice at Ghuran, she focuses on handcrafted subtleties and ancient goldsmithing techniques. “There was a really sterile feel in the environment and I wanted to have jewelry with character that shapes how you wear it everyday,” Prounis said. Each piece is hand made in New York, either by Prounis or three other jewelers in the district. #wwdfashion
“These collections continue to build on that vision, empowering differently abled adults to express themselves through fashion,” said @tommyhilfiger of his line of adaptive apparel, which launches today. The line consists of 37 men’s and 34 women’s styles based upon the pieces from the spring Tommy Hilfiger sportswear collection. #wwdnews