MILAN – A men’s cologne called Colonia Club will be the latest and fifth addition to Acqua di Parma’s Colonia fragrance collection.
It will make its debut with a preview at Bloomingdale’s 59th Street flagship in Manhattan and in Canada’s Holt Renfrew next Tuesday. Typically, the rollout will be discreet. The LVMH Moët Hennessy Louis Vuitton-owned Italian brand known for its luxurious fragrances, bath and body creams, candles and small leather goods has preferred creating intimate sales environments in its boutiques rather than roll out ubiquitous ad campaigns.
It’s hardly surprising then that Colonia Club will hit a mere 1,850 doors worldwide. The main rollout will occur in November. The fragrance will be featured in Acqua di Parma’s boutiques in Milan, Paris and Rome plus counters in major stores like Harrods and John Lewis in London, El Corte Ingles in Spain and other retailers around the world.
“These are luxury products, they are not commercial fragrances, they are not masstige products, so we remain tied to our [standard] distribution strategy,” said Paola Paganini, group product manager at Acqua di Parma. The concept, Paganini explained, stems from the idea of a young, athletic man who likes to spend his spare time on dressage, enjoying the outdoors from the vantage point of a private club.
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Packaged in a rounded glass bottle in a deep emerald-green, the fragrance kicks off with lemon, petitgrain, bergamot, mandarin, mint and neroli. The heart of the juice contains lavender, galbanol and geranium, and the drydown is composed of Haitian vetiver, musk and an ambergris accord. The nose was François Demachy, LVMH artistic director for olfactory development at LVMH Fragrance Brands.
The new scent still contains the Italian citrus notes that are a hallmark of the Colonia line, Paganini said, but “we united this fresh, aromatic, green aspect with a note of mint that, combined with the citrus of the top notes, creates something new.”
Colonia Club will available in 50-ml. and 100-ml. bottles and a scented shampoo and shower gel as well as deodorant spray and stick (the latter without alcohol, for those with sensitive skin) are also part of the line. U.S prices for the fragrances are set at $100 for 50-ml. and $138 for 100-ml.
Given Colonia Club’s top-tier positioning and limited distribution, industry sources suggested it could do $500,000 in retail sales in the first 12 months.
Acqua di Parma representatives repeatedly declined to comment on potential sales. “By company policy, the LVMH group does not reveal turnover by brand, but by industries, therefore we cannot provide a sales figure or estimated sales figure,” a spokeswoman said, adding: “Regarding Colonia Club, I can say that it’s the most important Acqua di Parma launch.”