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Moschino Cheap & Chic Launching New Fragrance

Chic Petals is the latest in the series known for its whimsical bottles shaped like the cartoon character Olive Oyl.

MILAN — Euroitalia and Moschino are preparing to introduce Chic Petals, a zesty floral, fruity fragrance and the latest in the Cheap and Chic series known for its whimsical bottles shaped like the cartoon character Olive Oyl.

“It’s a significant, important launch that represents the continuity of Olive,” said Euroitalia founder and president Giovanni Sgariboldi, noting the fragrance targets “those consumers who are already familiar with Cheap and Chic’s Olive fragrances — Olive has always been very successful both in fashion and in the perfume world, and this follows the interest of those who love this series.”

“Chic Petals is a perfume for a woman or a young girl,” said Moschino creative director Rossella Jardini. “I envision a fan of the Cheap and Chic fragrances who over the years has collected the various scents and their fun bottles, which each time present a new facet of the Cheap and Chic world.” She added that “freshness, lightness and a touch of irony” were elements that tied Cheap and Chic fragrances to the fashion line.

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The Chic Petals bottle is cherry red with white flowers printed around the top half, and like its predecessors — the original Moschino Cheap & Chic (1995), I Love Love (2004), Hippy Fizz (2008) and Light Clouds (2009) — the eau de toilette aims to please with its feel-good, unpretentious vibe.

Top notes include pomegranate, wild strawberry and ginger, while the heart is composed of gardenia, water lily and red orchid, over a dry down of Hinoki wood, musk and Italian iris absolute. Perfumer Guillaume Flavigny of Givaudan developed the edt, which will be available in 30-ml. (37 euros, or about $48 at current exchange), 50-ml. (54 euros, or $70) and 100-ml. (75.50 euros, or $98) versions, with prices to match previous Olive launches. A 200-ml. shower gel will sell for 28 euros ($36), and a 200-ml. body lotion will retail for 32 euros ($41).

Distribution will kick off in Italy at the end of June, and from September onwards will extend throughout Europe and, by mid-2014, Asia, the Americas and the rest of the world, for a total of about 10,000 doors. Top markets for Moschino fragrances include Asia, South America and Europe, said Sgariboldi, noting the duty-free segment was another key sales driver, because “we are able to create special promotions tailored to specific markets.”

Sgariboldi would not discuss sales figures for Chic Petals, but industry sources estimated the edt could fetch 15 million or 16 million euros, or about $19 million to $21 million, in retail sales in its first year on the market.

An advertising campaign for print and TV is in the early production stages. “We are developing the story of a very young couple in a gorgeous, natural setting, a park with lots of flowers,” said Sgariboldi.