Pucci is headed back into the fragrance market with Miss Pucci, a new women’s scent due at the end of August.
This story first appeared in the July 9, 2010 issue of WWD. Subscribe Today.
“This scent is true to the origins of the House of Pucci,” said Laudomia Pucci, image director for the fashion company and daughter of the company’s founder, Emilio Pucci.
Miss Pucci is a sparkling floral musk fragrance concocted by François Demachy of LVMH Moët Hennessy Louis Vuitton and Christine Nagel and Benoit Lapouza of Fragrance Resources. The scent’s top notes are of magnolia and Sicilian winter lemon; its heart is of Turkish rose, seductive Comoros ylang-ylang, Tunisian orange blossom and voluptuous Arabian jasmine, and its drydown is of Texas cedar, powdered iris and white musk.
The 50-ml. fragrance will retail for $74.
The bottle, designed by Ora Ito, is a clear bottle with a Pucci-print overlay in the brand’s signature orange and coral, encased in metal. The center of the bottle is meant to represent a stained-glass window into the brand, said Isabelle Gex, managing director of Parfums Luxe International, a division of LVMH, which comprises the Pucci and Fendi fragrance businesses.
In the U.S., the scent will be available exclusively in about 250 Sephora doors in August.
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While executives declined to discuss sales projections, industry sources estimated that Miss Pucci could do $1 million to $2 million at retail in its first year on counter.
In 2007, Pucci revived the Vivara fragrance Emilio Pucci created in 1966, which was on counter until about 1986. In 2009, a trio of scents was launched under the Vivara Variazioni moniker — Sole 149, Acqua 330 and Sabbia 167.