MILAN — Blugirl, Blufin Srl’s young ready-to-wear line, plans to quench the fragrance thirst of young women globally with its first perfume launch.
Jus No.1 is the debut fragrance from Blugirl; the secondary designer line of the Blumarine label, which was founded by Italian designer Anna Molinari and the late Gianpaolo Tarabini in 1977.
Blumarine launched its first fragrance, Bellissima, in the second half of 2009 with fragrance manufacturer ITF under a 2007 license agreement between Blufin Srl and ITF owner Roberto Martone.
April is earmarked for the initial stage of Jus No.1’s rollout in Italy, other parts of Europe, Hong Kong, Singapore, Taiwan, Korea and Malaysia, followed at the end of the year by the U.S. and Canadian launches.
In the U.S., the scent will be first introduced at Nordstrom before being rolled out elsewhere.
In 2011, the rollout will include the remainder of Europe, including the U.K. and France, Central and Southern America, North Africa, Japan, China and India. By the end of 2011, Jus No.1 is expected to be distributed in approximately 60 countries and 5,000 doors worldwide.
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Industry sources estimate that Jus No.1 sales, combined with the continued rollout of Blumarine’s Bellissima fragrance, could generate global revenues of around 30 million euros, or $41.7 million at current exchange rates, by the end of this year.
“We immediately worked together in synergy and our projects develop very spontaneously and easily,” said Martone of his company’s collaboration with Molinari and her son, Blufin Srl chief executive officer Gianguido Tarabini.
On Blugirl’s first fragrance launch he added, “We wanted to create a romantic essence with a touch of irony in keeping with the brand. We had the idea to call the scent Jus No.1, to be a bit ironic, playing with the word juice which can mean fragrance or also a beverage,” said Martone.
The “juicy” scent, created by Christina Nagel from Fragrance Resources, has three layers. An initial zesty top note of white grapefruit, tangerine mandarin and lemon combined with “a sunnier aspect” that conjures up the fresh scent of sea and sand. Freesia, magnolia and jasmine were added to offer a sparkling heart, described as “Champagne bubbles.” Romantic base notes include musk, sandalwood, amber and touches of vanilla.
The design of the vintage crystal bottle was given a contemporary spin, playfully packaging the fragrance’s cheeky moniker on a rosette-inspired, candy-colored label.
Aimed at a youth market, the scent’s price points are accessible. “It’s a line with young prices, entry prices start from 12 euros [or $16.35] for the bath line. The project has a quality image but we’ve succeeded in creating an interesting positioning,” said Martone.
As such, a print advertising campaign photographed by Michelangelo di Battista and featuring model Leah Dearwin, will be supplemented in Italy, Greece and Portugal by TV commercials to air for 15 days following its launch. The ads will feature the same visual concept as the print campaign.
Jus No.1 comes in 50-ml. and 100-ml. sizes of eau de toilette spray, at 39 euros and 55 euros, or $52 and $77, respectively. There is also a bath line comprising of a 200-ml. bath gel and a 200-ml. body lotion for 12 euros and 15 euros, or $17 and $21, respectively.
As for additional future Blugirl scent launches, Martone said, “We called the fragrance Jus No.1, but logically we’ve also opened the door for a Jus No.2.”