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Galliano to Launch Signature Eau de Toilette

Scent is intended to be a younger, more casual version of Galliano's original eau de parfum.

PARIS — Two years after launching his first signature scent, a women’s eau de parfum, John Galliano and his fragrance license holder, Selective Beauty, will introduce an eau de toilette version.

Givaudan perfumer Aurélien Guichard created the juice. (He had, with Christine Nagel, mixed the edp iteration.) The idea, explained Guichard, is to make a younger, more casual-feeling and joyful fragrance. “It’s a new facet of [John Galliano’s] muse, the ‘Galliano girl,’” added Aurélie Balas, international product manager at Selective Beauty.

Guichard kept some of what’s in the edp — a modern floral aldehyde — like the iris note, but he tweaked certain elements, such as decreasing its woodiness and combining the rose oil component with green notes. A high quantity of musk notes allows for a long-lasting trail, he explained.

“John Galliano was very involved in the development,” said Guichard.

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The new fragrance’s bottle is a more transparent, lighter-colored version of the original.

Jean-Baptiste Mondino shot the single-page advertising featuring the bottle in a collage format created by Galliano. The collage image also appears on the fragrance’s outer packaging.

“The target is larger [for the new fragrance],” said Balas.

Selective Beauty executives would not discuss sales projections, but industry sources expect the John Galliano edt will ring up 8 million euros, or $10.8 million at current exchange, in retail sales during the first year worldwide.

The fragrance will be launched in April in France, the U.K., Italy, Germany, Russia and the Middle East. It is to be introduced in spring in Asia and in spring 2011 in the U.S.

In France, the 40-ml. edt spray will sell for 52 euros, or $70.45. The 60-ml. version is to be 66 euros, or $89.40.