LONDON — Lanvin has a fragrant proposition in the pipeline for fall.
This story first appeared in the July 23, 2010 issue of WWD. Subscribe Today.
The fashion brand and Inter Parfums, its fragrance license holder, will introduce Marry Me, a scent for women, starting in late August.
While its moniker is suggestive of a matrimonial bent, Philippe Benacin, chairman and chief executive officer of Inter Parfums SA, said the fragrance was not conceived to cater to the bridal market. Rather, its name is a celebration of happiness and complicity.
Benacin, who took inspiration for the name from a Japanese photography book, said the scent will likely appeal in particular to women in Japan and the Far East, where Lanvin’s fragrance business generates about half of its annual sales.
“It’s very kawaii [cute, in Japanese],” he added. “Of course, everybody is free to offer it as a gift and understand what they want [from the name.]”
Subliminal scented messages aside, Marry Me was concocted with a 20- to 28-year-old target audience in mind.
“It’s very young, fresh and modern,” said Benacin. “It’s romantic and poetic.”
The scent, blended by Givaudan’s Antoine Maisondieu, comprises top notes of bitter orange, jasmine tea, white peach and freesia. At its heart are jasmine absolute, magnolia and rose petal notes, while amber, white cedarwood and musk notes are in its drydown.
The eau de parfum will be available as 30-, 50- and 75-ml. sprays priced in the U.K. at 32 pounds, 47.50 pounds and 59.50 pounds, respectively, or $48.86, $72.50 and $90.85 at current exchange.
The fragrance’s packaging, designed by Cent Degrés with input from Alber Elbaz, Lanvin’s artistic director, plays on elements of the fashion brand’s heritage. The glass bottle, for instance, is faceted to recall the shape of a bow, a detail often associated with Lanvin designs. A fuchsia satin bow is attached to the neck of the flacon, which is topped with an asymmetric cap.
Marry Me’s print advertising, shot by David Bellemere, depicts a young couple perched atop a bicycle in a Parisian park. There will also be a television campaign, as well as a sampling drive, including miniatures and vials.
Industry sources estimate Marry Me will generate 25 million euros, or $32.2 million, in retail sales from September through December. It will bow in Europe, the Far East and Middle East in late August and September before rolling out to the U.S. and South America in 2011.