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The New Wave

To attract the elusive Millennial consumer, heritage brands are launching new fragrance pillars with fresh scents and prominent digital activations.

Mugler Aura

Of Note: Twenty-six years after launching its first fragrance, Angel, Mugler is adding a third pillar to its lineup: Aura. This floriental scent is meant to represent the changing image of Mugler, which dropped the “Thierry” from its name in 2016, to attract a younger consumer. “We needed to launch a fragrance that talked to this woman who lives in such a busy world and digital landscape,” said Amy Braden, vice president of marketing for the Clarins Fragrance Group. “We felt that by launching Aura we would have a fragrance that really is about her and all that she embodies.” Mugler is pushing a large digital strategy for Aura and also is partnering with Live Nation’s Electric Daisy Carnival in Las Vegas, Los Angeles and Orlando in the fall for an events-based program that will include sampling and Instagrammable moments.

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Details: Aura, $125 for 3-oz., is launching in 1,600 department store doors, including Macy’s, Ulta Beauty and Nordstrom. Industry sources estimate first-year sales will reach $20 million.

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Oscar de la Renta Bella Blanca

Of Note: For Oscar de la Renta’s latest fragrance, the fashion house and its licensing partner, Interparfums, wanted to pay homage to the extraordinary gardens the late designer cultivated at his Connecticut home. “[Oscar de la Renta] always had a love of florals and gardens, specifically white florals, so we wanted that element running through the fragrance,” said Jennifer Mullarkey, head of fragrance and product development at Interparfums. While all of the brand’s fragrances have a floral element, Bella Blanca blends white florals and a musky sandalwood to create a modern scent geared toward younger consumers. “We feel like the younger consumer is all about wanting to represent themselves and enhance their own unique beauty,” Mullarkey said. “We focused on the fragrance to have this beautiful natural quality.”

Details: Bella Blanca, $95 for 3.4-oz., is launching in 700 department store doors, including Macy’s, Dillard’s and Lord & Taylor. Industry sources estimate first-year sales of $6 million.

Salvatore Ferragamo Amo Ferragamo

Of Note: Salvatore Ferragamo’s newest women’s fragrance pillar, Amo Ferragamo, is meant to bring the heritage of the brand to a younger consumer. “When you look at the past, [Salvatore Ferragamo] has really focused a lot of their beauty territory in the men’s category,” said Robin Mason, senior vice president of marketing at Shiseido Fragrances. “[Amo Ferragamo] is a strategic launch for the brand because it’s taking its rich history and juxtaposing it against this modern-day female.” The brand has tapped model Suki Waterhouse to be the face of the new fragrance and the campaign will feature prominently across the brand’s social media platforms and in its 37 freestanding boutiques in the U.S. The brand will also offer an interactive experience at Bloomingdale’s where customers can take pictures in a photo booth that places them in scenes from the campaign.

Details: Amo Ferragamo, $120 for 3.4-oz., is launching at all Bloomingdale’s doors and Salvatore Ferragamo boutiques. Industry sources expect Amo Ferragamo to be a top five spring fragrance at Bloomingdale’s and to bring in $1.5 million during its first year on market.