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NEW YORK — Anna Sui is aiming to get a head in the fragrance game.
The designer’s new fragrance, called Dolly Girl, is a fruity floral scent inspired by her collection of dolly heads — which decorate her office, showroom and boutiques. “This is the scent that I always wanted to make the bottle is unique and the fragrance is much more fruity and not as florally and sweet,” said Sui.
The juice has top notes of bergamot, cinnamon-apple, melon and sea breeze and leafy green notes; middle notes of lantana flower, magnolia, violet, rose muguet and jasmine, and a dry-down of vetiver, teak, raspberry, amber and musk. The fragrance was developed under the direction of Benoist Lapouza of Fragrance Resources Paris.
The bottle, of pink frosted glass, was designed by Marc Wittenberg to look like one of Sui’s cherished dolly heads, while the outer packaging is a pink quilted box.
The Dolly Girl line includes lotion that will retail for $30, a shower gel for $28 and eau de toilette in three sizes — a 1-oz. bottle for $35, a 1.7-oz. bottle for $45 and a 3.4-oz. bottle for $58.
The fragrance will launch in the U.S. and internationally — in about 50 countries — in May, although it will be previewed at Sui’s fashion show on Feb. 12. In the U.S., Dolly Girl will launch first at Bloomingdale’s and will then roll out to Marshall Field’s, Sephora and Henri Bendel’s, as well as other specialty locations, for a total of 250 U.S. doors by yearend.
Industry sources expect the scent to reach $5 million in first-year retail sales within the U.S.
Dolly Girl is the designer’s fourth fragrance — her signature scent launched in 1999, Sui Dreams launched in 2000 and Sui Love in 2002. “I think the Anna Sui customer in general starts at 16 [and goes] to 35. It is a playful and young brand that appeals to a younger target audience,” said Baerbel Bureick, international marketing director for Cosmopolitan Cosmetics, the U.S. division of Wella’s beauty arm and Sui’s fragrance licensee.
Promotions for Dolly Girl will include “worldwide aggressive sampling with miniatures, vials, in-store visuals and scented inserts,” noted Nicholas Munafo, senior vice president marketing, training and public relations. A gift-with-purchase will also be offered.
National advertising, will break in some countries beginning in May. It was shot by Martina Hoogland Ivanow and features one of Sui’s fashion models, Audrey Marney, as a Dolly Girl against a black background.
Sources estimate that the company is expending $3 million domestically to support the fragrance.