One of Prada’s best-selling fragrance pillars is getting a new Infusion this fall, designed to broaden the reach of one of the brand’s best-selling franchises with a lower-priced stockkeeping unit.
This story first appeared in the July 16, 2010 issue of WWD. Subscribe Today.
Due in Prada stores in mid-August and in additional distribution in mid-September, Infusion d’Iris Eau de Toilette builds on the notes of Infusion d’Iris de Parfum, launched in 2007.
“For us, the eau de toilette is a fantastic opportunity to build on and broaden the reach of a very successful franchise,” said Didier Maine de Biran, general manager of Puig USA. Puig holds the Prada fragrance license, and its products are distributed by Coty in North America. “We’ve been privileged to have a brand that maintains long-term success; part of the process of building the pillar for the future is to be more competitive in department stores. This scent is less expensive and a different interpretation; it is a strategy to bring a broader appeal, to seduce the new customer.”
The eau de toilette’s distribution will mirror that of the eau de parfum, about 1,500 doors in the U.S., including Neiman Marcus, Saks Fifth Avenue, Bloomingdale’s and Macy’s.
While the two juices share a name, they include different notes. Givaudan’s Daniela Andrier, who concocted both scents, took her cues from the iris flower for the new juice; traditionally, fragrances source the root of the plant instead, as does the original Prada Infusion d’Iris. While the iris flower is unscented — the root contains the fragrance — the new juice is intended to be “like a memory of iris,” said Vanita Sabnani, vice president of marketing for Puig USA. “Iris is at the heart of both creations.” The original juice adds notes of orange blossom, mandarin, galbanum, lentisc, benzoin, incense, vetiver and cedarwood to iris. The newest juice takes iris and adds neroli, lily of the valley, violet, heliotrope, cedar and galbanum.
The scent will be sold in 1.7-oz., 3.4-oz. and 6.75-oz. sizes, retailing for $65, $85 and $115, respectively, making them about 15 percent less expensive than the original parfums. Like the first iris scent, the new addition is in a vintage-style flacon with the Prada crest (created in 1919 by Miuccia Prada’s grandfather). For the new interpretation, the glass is frosted, the stopper is in ice white and the scent is pale green, intended to emphasize freshness.
National print advertising, intended to promote the Iris franchise, will break in October fashion, beauty and lifestyle magazines.
While executives declined to discuss sales projections, industry sources estimate that the new scent would generate U.S. retail sales of about $10 million in its first year on counter.