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PARIS — With its newest women’s scent, Fatale, the Vanderbilt brand is angling for a classic.
This story first appeared in the October 25, 2002 issue of WWD. Subscribe Today.
THE MISSION: Produced by license holder L’Oréal through its Gemey/Maybelline division, this sixth Vanderbilt scent — containing white flower notes — is supposed to be a counterpart to the lighter Vanderbilt Woman scent introduced two years ago.
The idea is to create a new “grand classic,” explained Francoise Lehmann, marketing director at Gemey/Maybelline, who counts the original Vanderbilt scent, introduced in 1988, as another, for instance.
THE CONCEPT: The curved bottle designed by Christina Velani of the CB’A agency is meant to be “very feminine and sensual,” said Lehmann.
Single- and double-page advertising, created by Dominique Issermann, features model Kelly Scott in black and white with a Fatale bottle in color. There will also be scent strips in magazines and stores.
THE GOAL: Fatale is currently being introduced in France and will be launched elsewhere in Europe during 2003. Plans for the U.S. have not yet been set.
While Gemey/Maybelline executives would not talk numbers, industry sources estimate Fatale could ring up $9.75 million in retail sales during its first year.
THE CREATION: The floriental was concocted by International Flavors and Fragrances’ Laurent Bruyere. Its top notes include pink peppers and black currant buds; its middle notes include gardenia and nectarine, and its base notes include tonka bean, sandalwood and heliotrope.
In France, the Fatale line will include a 30-ml. eau de toilette spray for $14.15, a 75-ml. deodorant spray for $5.40 and a 100-ml. eau fraiche spray for $14.50.
All dollar figures are converted from the euro at current exchange rates.