MILAN — Genny is back: the Italian women’s fashion brand has just introduced Eterea, a new eau de parfum. It is the first scent to be introduced since apparel manufacturer Swinger International SpA— which also owns Byblos and recently signed a licensing deal with Roberto Cavalli for his Cavalli Class lines — acquired the label in 2011.
Following a string of changes in ownership and creative direction, Genny had been struggling to maintain its originally strong identity, and the new fragrance is part of a broader project to reposition it as more of a lifestyle brand with international appeal.
“The Eterea fragrance launch is the first in a series to follow in the coming years,” said Swinger International president Mathias Facchini, noting the project was developed in collaboration with Parma-based perfume company Italart.
About 400 doors are to carry the new edp, which made an appearance at the Cannes Tax Free World Association trade show. “The fragrance has generated a lot of interest and success among Middle Eastern, European and Russian” representatives, in addition to its established Italian partners, said Facchini.
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“Right now, the most interesting market for Genny is China, as it is the one that is growing the most, and where we will open at least two monobrand stores by the end of next year,” he added. “Italy, too, remains a key target area for brand expansion. After [our] Forte dei Marmi and Rome [store] openings, we aim to open a new space in Milan by the end of 2015. We’ll also continue to consolidate our presence in major international multibrands.”
While Facchini would not disclose sales expectations, industry sources said Eterea could earn about 1 million euros retail, or about $1.24 million at current exchange, in its first year on the shelf.
Genny creative director Sara Cavazza Facchini said she envisioned a target audience of cosmopolitan, professional women with a highly feminine personal style, and this was reflected in the swirling glass bottle and rosy juice — an explicit reference to rosé champagne.
“For Genny, the iconic dress is a long evening dress in flowing chiffon. In all my shows there is this flowing dress, and I reinterpreted this concept of fluid movement in the twisted form of the bottle, so the fluting is evocative of the dress,” said Cavazza Facchini.
If the fragrance’s smooth, red external packaging with a sinuous bottle drawn in fine gold lines on the side looks like a throwback to another era, that was intentional: “I love borrowing from the past, and especially the Forties or the Twenties Art Deco style,” the designer said.
The edp will be available in 50-ml and 100-ml versions, retailing for 44 euros and 58 euros, or about $55 and $72, respectively. A bath line will also be sold.
Top notes include lemon, blueberry and green tea, while the heart contains Damask rose, jasmine sambac and orchids, and the drydown is composed of wooden notes, white amber, vanilla, caramel and musk. “I tried to work on two sensations, heat and cold,” said nose Maurizio Cerizza, noting that his original inspiration was blueberry sorbet.
An Eterea advertising campaign shot by Alberto Rugolotto inside Verona’s 18th-century philharmonic theater will appear primarily in fashion and beauty magazines.