NEW YORK — Romeo Gigli is about to make a quiet comeback by slipping discreetly onto the retail stage with a new fragrance called Romeo Gigli.
That also was the name of the designer’s debut women’s scent, launched in 1990. The fragrance will probably be reinstituted in select doors in the fall under the name Classic.
The new Romeo Gigli scent is due out Monday in an exclusive deal with Nordstrom and Bergdorf Goodman. "It’s smarter to reestablish the brand with a smaller distribution," said Sharon Connelly, vice president and general manager of ITF USA, the American wing of the Milan-based company that holds Gigli’s license. "We have a brand that has been in the market with other fragrances and it has had difficulty because of changes in ownership over the years."
Ray Zagazeta, East-West field sales manager, added, "It also protects the integrity of the brand."
Distribution will not be widened until fall. Connelly said that distribution will not exceed 200 doors in the first year.
The fragrance, developed by InternationalFlavors & Fragrances, is categorized as a transparent fruity floral, with top notes of mandarin, tagetes, cantaloupe, green tea, violet leaves and sea breeze. The floral midnotes include edible elements, such as licorice, amid Morocco rose, Indian jasmine, white nymphaea and lotus flowers. The drydown includes orris Florence, musk, cedarwood, benzoin Siam and vanilla Zanzibar.
The fragrance is positioned on a love poem from Shakespeare’s "Romeo & Juliet," which is handwritten on the rear wall of the bottle so it is magnified through the front.
A 40-ml. eau de parfum spray will be priced at $60 and the 75-ml. size will retail for $84. There will be a 100-ml. deodorant spray for $28, a 200-ml. bath & shower gel for $35 and a 200-ml. body lotion for $42.
Connelly noted that promotion will mostly be focused on consumer reach, with heavy-duty dramming, sampling with deluxe miniatures, scented pieces, catalog ads and direct mailings. She plans on doing some consumer advertising in the fall, but the marketing attack remains highly focused. Industry sources estimate the fragrance will do at least $1 million at retail the first year, with a promotional budget of equal size.
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