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Pure, But Not Simple: Tiffany’s Newest Scent

NEW YORK — There’s a new jewel in Tiffany’s fragrance collection. <br><br>Pure Tiffany, the first scent launched by the company since removing its Tiffany fragrance line from department store distribution two years ago, will begin...

NEW YORK — There’s a new jewel in Tiffany’s fragrance collection.

Pure Tiffany, the first scent launched by the company since removing its Tiffany fragrance line from department store distribution two years ago, will begin rolling out in May to Tiffany’s 47 U.S. doors. By yearend, it will be available in Tiffany’s 131 doors worldwide, except for Japan, which will likely get the scent in early 2004. Pure Tiffany will also be available via Tiffany’s catalog and its Web site.

“Tiffany is our signature scent —?compelling and rich — but we also wanted to produce a lighter scent,” noted Caroline Naggiar, senior vice president of marketing for Tiffany. “People sometimes forget that Tiffany has a spirited, sexy side in addition to the formal side. This scent is intended to appeal to that light, giddy and witty side.”

The juice, created by Jacques Polge of Chanel, which creates all of Tiffany’s scents, opens with notes of fresh-cut magnolia, Indian tuberose, bergamot and sensual woods, while the middle and dry-down notes include lilac, jasmine and water lily.

Four stockkeeping units will be included in the collection at launch. They are a 0.5-oz. parfum, $200; a 1.7-oz. eau de parfum spray, $80; a 3.4-oz. eau de parfum spray, $110, and a 5.1-oz. body lotion, $55.

Nancy Kanterman, vice president of fragrance for Tiffany, noted that the parfum bottle is a faceted glass square with a square stopper engraved with the Tiffany name, while the eau de parfum bottle is a faceted glass rectangle, also with a square stopper engraved with the Tiffany name. Both are enclosed in outer boxes of signature Tiffany blue, which close with a hidden magnet on the side of the box. Both the perfume bottle and the outside box were designed in-house, she said.

The scent will be promoted with national print advertising, which will break in May fashion, beauty and lifestyle magazines. Scented strips and deluxe miniatures will also be a significant part of the campaign. About five million scented strips and roughly 100,000 deluxe miniatures are planned, with distribution to be both in-store and via Tiffany’s Web site.

While neither Naggiar or Kanterman would comment on sales figures or advertising budgets, industry sources estimated that Pure Tiffany would do at least $3 million at retail in its first year on counter and that Tiffany would spend about $1 million on advertising and promotion.

Kanterman did emphasize, however, that Tiffany will not pull back at all on advertising and promotion for its signature scent, Tiffany, which was launched in 1987 to coincide with the store’s 150th anniversary. “Tiffany is very, very successful for us,” said Kanterman. “We believe that Pure Tiffany will add a new generation of style and originality.”