MILAN — Back to the place where it all began.
This was where Coty Inc. looked for inspiration to create Roberto Cavalli’s new scent for women. Named “Roberto Cavalli Florence,” the fragrance pays tribute to the roots of the fashion label, focusing on the core elements that made the brand successful over the years.
“Roberto Cavalli has a unique culture of eccentricity and a constant drive for luxurious creativity,” said Coty Luxury president Edgar Huber, mentioning “sensuality, extreme femininity and flamboyant style” as signature assets of the brand.
Licensee of the fashion house’s fragrances since 2011, Coty introduced the new pillar through a creative process kicking off 18 months ago.
“Things are changed, people came and then left, and that’s why our position was really to capitalize on what has remained and what is forever, which are the codes of Roberto Cavalli,” said Yaël Tuil, Coty Luxury vice president for European lifestyle and designer brands. Among these, Tuil mentioned three key elements, as the brand’s Italian craftsmanship, top quality and celebration of woman.
“I think we are respecting the codes of Mr. Cavalli, but the modernity with which we wanted to express them has changed,” added the executive, underscoring the “fresher approach” used in the creation of the fragrance.
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“We’ve done the shooting of the advertising campaign in early May, so the timing was really a bad luck coincidence and, unfortunately, he couldn’t inject his creative input in this [scent],” recalled Tuil, adding that in the future Surridge will be surely involved, as “we usually see the fragrances as the natural extension of the fashion expression.”
The juice features a fruity top accord, comprising contrasting notes of sweet blackcurrant and tangy mandarin essence, while the flowery core blends orange blossom, zesty grapefruit petals and slightly musky hibiscus seeds. The dry-down made of musk, amber and patchouli mix complete the scent.
In keeping with the back-to-roots approach, the company collaborated with a design agency to develop a bottle recalling vintage flacons of the perfumery tradition.
The round-shaped, compact design is made of heavy glass, chiseled in geometric patterns to show the luminous juice and reflect the light as a prism. The decorative motifs combine purple and transparent glass, while the Roberto Cavalli monogram is engraved on the top of the transparent, faceted plastic cap. A gold ring at the neck of the bottle complete the design carrying the name of the scent.
Debuting in Italy on Dec. 1, the fragrance will retail at 48 euros, 68 euros and 88 euros, for the 30-ml., 50-ml. and 75-ml. formats, respectively.
Available in Roberto Cavalli fashion stores, department stores and in prestige perfumery channels, from February the eau de parfum will subsequently rollout in the Middle East and Germany, which, along with Italy, will be the top three best-performing countries in terms of sales, according to Tuil.
In addition, the scent will hit the shelves in Turkey, Cyprus, Israel and South Africa, as well as being available in the travel retail channel. For the moment, a complete rollout in the U.S. is not in the pipelines, although the fragrance will be available in the American Roberto Cavalli stores.
In general, Roberto Cavalli Florence will be distributed in 10,000 doors worldwide, totaling around 15 million euros in retail sales in its first year, according to industry sources.
In terms of core target, Tuil noted that although the scent is addressed to a slightly younger audience compared to the brand’s former scent launches, the message of an empowered, strong and magnetic woman evoked by the fragrance will appeal different profiles of consumers, aged from 20 to 40 years.
To embody the new Roberto Cavalli woman, the company named rising model Shlomit Malka as face of the fragrance.
According to Tuil, Malka’s main assets include the “amazing blend of beauty, strength and magnetism,” in addition to looking “accessible.” “Women could think that they are like her, she not out of their reach,” said the executive, who also underscored that a fresh face enabled the company to prioritize the brand and the product.
Shot by photographer Txema Yeste, Malka fronts the printed advertising campaign sporting a dark purple dress inspired to the bottle of the fragrance. The gown features a cutout top reminiscent of the motifs embellishing the flacon, while the snake scales of the belt and straps and overall sequins reflect the light similarly to the glass structure.
Flanking the printed images, a TV spot in different lengths will also be broadcast starting from next month. Shot by Nicolas Garnier in Florence, the short clip stages a mysterious story in which a purple cape-dressed Malka crosses a garden of a Tuscan villa under the gaze of male talent Antonio Navas. As the clip progresses, the model lights her path into the garden and gets loose of the cape, unveiling her Roberto Cavalli purple gown and the fragrance’s bottle. The clip ends when Navas reaches the model and their characters’ encounter takes place.
Exclusive behind-the-scenes videos and additional contents will be shared on the brand’s social media, as part of a “360 strategy developed to make sure we multiply all the touchpoints we can have with the consumer today,” Tuil said.
Asked about a possible launch of a male counterpart of the Roberto Cavalli Florence scent, Tuil excluded the operation could be developed under the same line “for a very practical reason, which is that Florence is also female name in France, and not only the name of the city.” “I know we want to be modern but there’s a limit in our modernity,” she added with a laugh.