PARIS — This spring, Oriens, Van Cleef & Arpels’ latest women’s scent, will launch the high-end jewelry brand into a new fragrance family.

This story first appeared in the December 4, 2009 issue of WWD. Subscribe Today.

Symrise perfumer Bernard Ellena created the fruity floral chypre juice with Van Cleef fragrance license holder Inter Parfums SA. The scent contains top notes of mandarin, raspberry and blackcurrant. Middle notes include jasmine petals, while patchouli and praline notes help make up the base.

“It was a new family that was created a few years ago,” said Philippe Benacin, chairman and managing director of Inter Parfums SA.

Oriens is the Latin word for “the East” and is in keeping with the oriental theme seen in many of the house’s rings.

Inspiration for the new fragrance’s bottle design came directly from a tourmaline ring that was part of Van Cleef’s haute jewelry collection a few years ago, explained Benacin. Joël Desgrippes created the Oriens bottle, whose cap is meant to resemble the ring’s multicolored, multifaceted tourmaline stone that includes colors such as pink, red and green.

Oriens’ single- and double-page advertising campaign, created with Co. and Co., is supposed to hark back to a sunset taking place somewhere in the Far East, said Benacin.

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The fragrance is due out in March worldwide, where it will be sold in approximately 5,000 doors (of which 1,600 are in France). In the U.S., Oriens is to be introduced exclusively at Neiman Marcus.

The 100-, 50- and 30-ml. eau de parfum sprays will retail for 100 euros, 68 euros and 42 euros, or $151, $102.70 and $63.40 at current exchange rates, in France. The 150-ml. body milk is to be priced at 30 euros, or $45.30.

Sampling will include vials and miniatures, among other formats.

Inter Parfums executives would not discuss sales projections, but industry sources estimate Oriens will generate 8 million euros to 9 million euros, or $12.1 million to $13.6 million, in first-year wholesale revenues globally.

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