NEW YORK — Expanding into fragrance is a walk through the park for Paula Dorf.
This story first appeared in the January 31, 2003 issue of WWD. Subscribe Today.
The makeup artist’s first fragrance, Zita, is available exclusively at Bergdorf Goodman and will roll out to Nordstrom, Bloomingdale’s, Henri Bendel, Sephora, select Macy’s West stores and specialty boutiques beginning in April.
“I had this vision of walking with my mom as a little girl,” said Dorf, who noted that childhood memories were the main inspiration for Zita, which is also her middle name. The fragrance features top notes of tea rose, fresh-cut grass and freesia; mid notes of galbanum, juicy peach and pink peony, and base notes of florentine iris, sensual musk and sandalwood. “The smell of the grass, the flowers, I’ve always had that scent in me.”
The line features a Zita Signature Fragrance spray with Atomizer available in 3.4 oz. and 1.7 oz. that will retail for $75 and $55, respectively. Zita Pure Essence, an oil version of the scent, comes in a 0.25-oz. bottle for $65.
Industry sources estimate that the line will do $1 million in first-year retail sales. “We think it’s going to have a great effect on our total business in general,” says Michelle Williams, general manager of Paula Dorf Cosmetics.
The company has tentative plans to begin an advertising campaign in fall 2003, as well as to launch a line of ancillaries.