One of Europe's top-selling young women's fragrances is set to hit U.S. shores this fall.
Nina by Nina Ricci, which was launched in Europe in fall 2006 and ranked in the top five in markets across the continent, will enter Federated doors in August and will remain exclusive to the retailer's Macy's and Bloomingdale's doors through the end of this year. In 2008, it will enter a to-be-determined lineup of additional U.S. doors.
"We chose to go with Federated because they strongly appeal to our targeted age group for this fragrance," said Jordi Puig, general manager for Puig North America. The Puig scents are distributed in the U.S. by Coty Prestige. "Our intention has been to target a younger consumer with Nina — particularly those from 15 to 35 years of age," continued Puig. "Federated approached this as a big brand opportunity."
Nina Ricci's perhaps best-known scent, L'Air du Temps, sells mainly to women 35 and up, Puig added. "We're finding that [in Europe] we are drawing in a large number of customers [with Nina] who weren't already Nina Ricci customers," said Puig. "Nina is inspired by a modern fairy tale. It's elegant, yet playful. We want consumers to see this as affordable luxury."
The floral gourmand scent, by Firmenich, has top notes of Calabrese lemon and Caipirinha lime; a heart of red toffee apple, vanilla, moonflower and peony petals, and a drydown of apple tree wood and cotton musk. It is packaged in a whimsical apple-shape glass bottle with a silver cap and silver leaves, one of which bears the engraved Nina Ricci name. The white outer carton is embossed with a weave effect and the apple design, with the brand's name in sweeping handwriting.
The collection consists of eaux de toilette in two sizes, 1.7 oz. for $50 and 2.7 oz. for $67; a 6.7 oz. body lotion, $26, and a 6.7-oz. shower gel, $24.
Puig declined to comment on projected sales, but industry sources estimated the fragrance would do upward of $13 million at retail in its launch season.
National print advertising, featuring Ukrainian model Ruslna Korshunova, is expected to break in September beauty, lifestyle and teen books, including Seventeen, CosmoGirl, Allure and Elle, said Puig. Nina will also be promoted in Federated's mailers and catalogues, and with a heavy sampling campaign, to include deluxe miniatures, vials on card, blow-ins and inserts. An in-store silver tree display features the scent's apple-shape bottles hanging off its branches.
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