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PARIS — It’s take two for Isabella Rossellini fragrances. The actress and former model will introduce her second fragrance, called Isa Bella, in Europe this fall. It comes two years after she launched her first scent, Manifesto.
“Isa Bella is about opulence, glamour, seduction and willful femininity,” explained Stephen Mormoris, senior vice president of global marketing at Coty Beauty Europe. “Following the launch of Manifesto, Isabella Rossellini and [Coty] decided to explore other aspects of femininity — the glamorous, public side.”
“My fragrance Manifesto celebrates the private self,” said Rossellini in a statement. “Its inspiration came from my home and the privacy of my own garden and I used basil as a chief ingredient. My new fragrance, Isa Bella, celebrates the public self. It was inspired by my life as an actress, model, the theater, film and opening nights; a life filled with fantasy, glamour, success and largess.”
While Manifesto was launched through Lancaster Group Worldwide, Coty’s prestige division, the latest Rossellini project was developed through Coty Beauty — developer and manufacturer of the firm’s mid-range and mass-market products.
Isa Bella will be distributed in 20 percent more doors than Manifesto, and will be sold in high-end drugstores in certain markets, along with perfumeries and department stores, explained Mormoris. Manifesto, in contrast, is available in department stores and perfumeries, but few drugstores.
Isa Bella, whose eau de parfum comes in 30-, 50- and 75-ml. sprays for $22.50, $30 and $37, respectively, is priced 10 to 15 percent lower than Manifesto. All dollar figures have been converted from the euro at current exchange rates.
“We will reach significantly more consumers who are looking for and expecting to find Isabella Rossellini fragrances where they shop,” said Mormoris, who added that consumer studies indicate the Rossellini brand boasts a broad appeal. So Coty decided to take advantage of its wide reach.
While Coty executives would not divulge numbers, industry sources estimate the fragrance could generate $24.5 million in wholesale volume in Europe during its first year.
Isa Bella targets women aged 30 and up, looking for a glamorous and feminine fragrance. For its bottle, the Qu’on se le Dise agency reworked Manifesto’s bottle, changing its color to red.
The scent’s advertising campaign, created by Agence Air, pictures Rossellini lying on a velour carpet before a velvet-framed red mirror. She wears a low-backed black dress revealing a tattoo that reads “seek the invisible.” Double-page ads are scheduled for women’s magazines.
Industry sources estimate a $3 million to $4 million advertising budget has been earmarked for launch and the holiday period. A sampling campaign, featuring scent strips and mini-vials, will also support the launch.
The oriental floral juice was concocted by Nathalie Lorson and Richard Herpin of Firmenich. Notes include kumquat, red berries, heliotrope, magnolia, orris, sandalwood, vetiver, tonka bean, white musk and oak moss.
The scent, plus three ancillaries, will bow in most European markets in late October.
Next up for the Isabella Rossellini brand could be another makeup line, which Coty is “seriously looking into,” said Mormoris. As reported, Lancaster stopped producing Rossellini’s Manifesto makeup line earlier this year, due to consumer confusion about its positioning.