LONDON — La Perla’s creative director Julia Haart dreams of creating a female-focused world with luxury lingerie at its core. She’s already added ready-to-wear and beachwear to the offer, and now she’s come up with a fragrance family and a first scent, which is called La Mia Perla.
The fragrance, with its notes of spicy mandarin, white pepper, jasmine sambac, orris and sandalwood, is the first of five that will launch over the next 18 months in partnership with CB Beauty, a boutique British licensee and distributor of designer and celebrity fragrances, cosmetics and skin-care products.
As reported, La Perla has inked a five-year licensing agreement with CB Beauty, and the deal includes the development, production and distribution of La Perla’s beauty portfolio. CB Beauty succeeds Perfume Holding, which had been the longtime licensee of La Perla fragrances.
La Mia Perla is the partners’ first worldwide initiative, and Haart said the aim was to create a juice “by women, for women,” one that conjured sensuality, power and femininity.
You May Also Like
“My clothes are made for women. They’re not for women to dress for someone else or to please anyone else. They’re made to please ourselves,” she said.
The fragrance was created by master perfumer Honorine Blanc and Haart said the notes were chosen both for their olfactory qualities and for their cultural significance.
“Jasmine represents appreciation and good luck. Peony, prosperity, good fortune and compassion. Iris, the goddess, Iris. It’s about empowerment for women. Everything we do not only feels beautiful, it is beautiful. It means something,” she said.
In Italian, La Mia Perla means “my pearl,” and the packaging is reflective of the name. The iridescent rose gold box evokes the inside of an oyster shell. The box is also adorned with a reflective pearl hologram, created with Fresnel reflector technology, which La Perla said is new to the beauty industry.
The square, transparent bottle has an orb-shaped cap and looks as if a giant rose gold pearl is floating inside it.
Haart said La Mia Perla has been created in honor of La Perla’s founder, the expert corset-maker Ada Masotti. She said it’s meant to be “democratic and bring people together” and bestow fortune and prosperity on women.
The launch fragrance will have a wider distribution in department stores than the future La Perla fragrances. Her aim is to introduce the La Perla brand to an audience that might not be familiar with it. “For me this is like, ‘Welcome to La Perla. Let me open the doors and show you what we are about,’” said Haart.
The eau de parfum comes in three sizes, 30 ml., 50 ml. and 100 ml. There is also a 33-ml. rollerball, a body lotion and a shower gel. Prices range from 89.95 pounds, or $116.62, for the 100 ml eau de parfum to 18.95 pounds, or $24.57, for the rollerball.
All figures have been converted from the pound at current exchange.
The fragrance has launched at John Lewis in the U.K., its exclusive partner, and La Perla said in the first week, it was the store’s best-performing new fragrance so far this year, with double the expected retail sales. It has also begun rolling out to La Perla boutiques in the U.K.
In July, La Mia Perla will be available in the rest of the U.K. as well as in Italy and the Middle East. Subsequent launches across the remaining parts of Europe, the Middle East, and the U.S. will follow later this year.
Although CB Beauty and La Perla declined to comment on future sales, industry sources estimate net sales of La Mia Perla will reach 25 million pounds, or $32.4 million, in the first year.
It will be supported by a TV and print campaign featuring the Dutch model Annika Krijt. In the images she emerges from the water like a diver holding her pearl.
By contrast, the second juice, which is set to launch in September, is “very sensual. It makes you feel sexy, and is more of an evening fragrance,” said Haart, adding that it will be more expensive than La Mia Perla.
The other scents that will follow over the next 18 months are being created to match a woman’s various moods.
“I think every woman is a compendium of so many emotions, and I want to encompass every part of a woman’s life. Sometimes we want to be warm and sensual. Sometimes we want to be kick-ass. Other times you just want to laugh until your belly aches. What I wanted to do is design a fragrance for each emotion or feeling,” she said.
In 2013, La Perla was acquired by Pacific Global Management, owned by Silvio Scaglia’s family holding, which was already active in the fashion industry through the model management network operating under the brands Elite, Women and The Society. Scaglia is chairman of La Perla.