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Bulgari Thinking Global With New Scent

The brand is ramping up its fragrance portfolio with Mon Jasmin Noir, set to hit shelves in April.


Bulgari is ramping up its fragrance portfolio with a new scent, Mon Jasmin Noir, set to hit store shelves globally beginning in April.

Francesco Trapani, chief executive officer of Bulgari Group, said the forthcoming fragrance — a new edition to the best-selling Jasmin Noir launched in 2008 — is intended to reach an international audience. “The objective is to be very global, and in order to achieve this you must create something that is also well accepted in Asia,” he said.

To this end, is a lighter variant of the original scent franchise.

According to Trapani, Mon Jasmin Noir is slated to hit around 20,000 doors in its first year. Although he declined to break out figures, industry sources estimate the scent could generate in excess of $40 million in first-year wholesale sales. He said the Bulgari fragrance business currently accounts for around 23 percent of company revenues. In 2010, perfumes — Bulgari’s second core category — grew 12 percent to 245.4 million euros, or around $339 million.

“This year is going to be a very important category for fragrances,” said Trapani when asked about 2011 projections, referring to the launch of Mon Jasmin Noir and the effects of the Bulgari Man launch in September. He also hinted that additional fragrance projects were in the pipeline.

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Composed by noses Olivier Polge and Sophie Labbè from International Flavors & Fragrances Inc., Mon Jasmin Noir is described as a luminous floral which opens with zingy citrus and lily of the valley notes. Its heart is composed of a variation of jasmine flowers, whilst a woody drydown including cedar and patchouli is intended to “add a creamy final nuance.”

The eau de parfum will be available in three sizes — a 25-ml. eau de toilette for $45, 50 ml. for $80, and 75 ml. for $105. An ancillary line includes a 100-ml. body lotion for $28 and 100-ml. shower gel for $28.

The Mediterranean Eden-themed print advertising campaign was shot by photography duo Mert Alas and Marcus Piggott, who transformed a 16th-century Italian-style garden setting into a whimsical, fairytale scene complete with lion and the perfume’s new face, actress Kirsten Dunst, looking Botticelli-esque, and clutching an oversize bottle of the scent. “It wasn’t a real lion, can you imagine sitting next to it wearing all those jewels?” said the actress in Milan Friday for a Mediterranean Eden-themed bash to celebrate the launch at the Bulgari Hotel.

“At the end of the day, in this business it’s not a matter of reinventing the wheel but refining the elements. The bottle is a good example,” said Trapani, referring to the scent’s pretty flacon design, a feminine reinterpretation of the original Jasmin Noir bottle. The faceted transparent bottle references the Italian house’s jewelry origins, whilst a playful organza ribbon bolsters its fresh appeal. A rich gold cap engraved with the brand’s logo completes the design.

This month, Bulgari is also set roll out its new Jewel Charms Collection of seven 25-ml. miniature versions of its women’s fragrances, intended to be used as purse sprays that will retail from $45. “It’s a great product. The relationship between what you get and what you pay is very good,” said Trapani.