Prada’s got more Candy coming.
Puig, the luxury brand’s fragrance licensee, is readying the fourth scent in the Prada Candy franchise, Candy Kiss. The scent will be available in the U.S. in April.
While the Candy franchise — which launched in 2011 — could be considered somewhat mature, Ana Trias, vice president, prestige and premium brands for Puig, said the company draws consumers back for more with scents that are complementary, but not identical, to the first Candy scent.
“Each new edition of a collection needs to speak a similar olfactory language — it has to be different enough to feel new and fresh, but not inconsistent with the original,” said Trias. “The visual identity is also very important as consumers often experience a fragrance first via advertising or editorial. With Prada Candy there is always a strong reference to pop culture, the Nouvelle Vague movement and the spirit of the Sixties.
“But each new fragrance taps into a new aspect of that very distinct vision,” continued Trias. “The original Prada Candy established the codes; Prada Candy L’Eau referenced the geometric forms found in the lining of a Prada handbag. Prada Candy Florale took the flower pattern directly from Prada’s fashion codes and Prada Candy Kiss celebrates the iconic Prada [apparel] lip print. It originally appeared on Prada runway, yet it’s been revisited and reinterpreted ever since. Prada Candy Kiss is the fourth fragrance in the collection and the shape of the bottle remains the same. The kiss motif combined with the lacquered white and the vibrant pink conveys the pop spirit in a new way. With each new Prada fragrance we revisit the Candy codes, but the end result is always consistent with the fun, quirky spirit of Candy.”
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Perfumer Daniela Andrier, who works with Miuccia Prada to create each scent (Andrier dubs her process as translating Prada’s vision via fragrance notes), created a juice that is largely musk. “It’s addictive through the repetition in each accord,” said Andrier, comparing the structure to a piece of boldly patterned fabric. She balanced the musk with orange flower and vanilla.
In the U.S., a 30-ml bottle will sell for $68, a 50 ml for $88, and an 80 ml for $118.
Steven Meisel created the print advertising and digital campaigns, which nod to Sixties fashion and pop culture. Lexi Boling, the campaign’s face, was chosen because she “perfectly encapsulates the spirit of a Sixties French chanteuse,” said Trias.
The distribution for Prada fragrances ranges from Macy’s and Sephora to Saks Fifth Avenue and Bergdorf Goodman, with select fragrances sold in Prada boutiques. This multilayered distribution approach is deliberate, intended to draw new consumers with more moderate price points. “Perfumes are the entry point of luxury brands; it’s a way to extend the reach of the brand,” said Trias. “Nevertheless, it’s important to point out that each collection has its own strategy. For example, Prada Olfactories are a very exclusive collection, sold in one single door in the U.S. — Saks Fifth Avenue’s New York flagship — whereas Prada Candy’s availability is much broader and includes Macy’s, Sephora and thousands of doors worldwide. The collections speak to different consumers: different storytelling, different points of sale, different images.”