Creed is marking what would have been the 40th wedding anniversary of Jacqueline Kennedy Onassis and Aristotle Onassis with a new women’s fragrance called Love in Black.
This story first appeared in the August 5, 2008 issue of WWD. Subscribe Today.
The scent will be launched next month — prior to the anniversary — which is in October.
Love in Black is meant to be a counterpart to Creed’s Love in White, which was launched three years ago and has become the brand’s top-selling women’s scent.
“We see this as an opportunity to open the doors and build a [Love] franchise within Creed,” said Erwin Creed, vice president and senior perfumer at Creed. “Love in White was a softer, powdery and more girly scent, while this one is stronger and more for a working woman.”
Love in Black, which will be launched at Neiman Marcus, Bergdorf Goodman and Saks Fifth Avenue’s New York flagship store, is described as a “violet oriental” scent. The fragrance was created by the sixth-generation Creed perfumer and chief executive officer Olivier Creed, who is Erwin’s father, and is composed of top notes of wildflowers, violet and Virginia cedar; middle notes of iris, clove and Tonkin musk, and bottom notes of black currant and Bulgarian rose.
“We were going after something softer and more gourmand in comparison to existing fragrances in the portfolio,” said Erwin Creed, adding that his father used more masculine notes in Love in Black than he has before.
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Olivier Creed drew inspiration for the scent from a meeting he once had with Kennedy Onassis. He wanted to honor the former first lady by incorporating ingredients from places she loved, such as cedar from the Virginia countryside where she rode horses; iris from Florence, which was among her favorite cities, and black currant from Burgundy, where her ancestors were from in France. He also designed the black bottle after the dark sands in Greece where Kennedy Onassis married Aristotle Onassis.
The fragrance will be available in three sizes: $130 for a 1-oz. spray, $230 for a 2.5-oz. size and $350 for an 8.4-oz. version. A portion of the sales of Love In Black in the U.S. will go toward the World Wildlife Fund, the wildlife conservation organization.
Following the U.S., Love in Black will be launched in Europe, and then in Asia.
Creed has plans to open doors in Turkey, including in Istanbul, and is also looking into opening a freestanding retail store in New York over the next few years.
Creed also plans to roll out in September a limited edition fragrance called Foralie at selected Saks locations. Packaged in a leather-wrapped atomizer, a 1.7-oz. version of the scent will retail for $300, while an 8.4-oz. flacon will be priced at $475.