Three years after its last scent, Kate Spade New York is launching a new fragrance pillar.
In Full Bloom, the brand’s third permanent fragrance pillar, is Kate Spade New York’s first fragrance to have an accompanying digital and social media campaign.
Starring actresses Laura Dern, Tavi Gevinson and Sasheer Zamata, the campaign is meant to showcase women at different ages and points in their lives when they’re “in full bloom,” meaning they understand their full potential and celebrate where they are in life. The campaign was also shot by Inez and Vinoodh.
“We focus on a psychographic instead of a demographic,” said Brian Vander Meyden, vice president of global marketing and prestige sales at The Premiere Group, the distributor of the brand’s fragrances. “To have women of three different ages speak to what in full bloom means to them makes [the fragrance] unique.”
In Full Bloom will launch on Mar. 1, with a series of videos going live exclusively on YouTube before launching on the brand’s other social media platforms throughout the spring.
The new fragrance also carries the floral theme of the brand’s other two scents, but is meant to be a fresher and more modern take on a rose fragrance. In Full Bloom includes notes of rose petals, rose centifolia, peony, lemon and green tea.
“[In Full Bloom] rounds out what is a burgeoning fragrance business,” said Mary Beech, executive vice president and chief marketing officer at Kate Spade New York. “Kate Spade New York is a lifestyle brand. Customers want to see products in all categories, so this is a great entry point for new customers.”
In Full Bloom will be available in four sizes: a .34-o.z. travel spray for $28, a 1.0-o.z. bottle for $58, a 1.7-o.z. bottle for $78 and a 3.4-o.z. bottle for $98. A body lotion will also be available for $50.
The fragrance will be available at approximately 1,800 doors in the U.S., including retailers like Nordstrom, Macy’s, Ulta Beauty and Dillard’s. There is a planned rollout next summer for international markets, starting first with the U.K. and then launching in other key markets around the world.
Industry sources estimate In Full Bloom will generate between $5 million to $6 million at retail during its first year on market.