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Tocca Takes a Tour of Italy

Tocca Beauty launches Aqua Profumata, a trio of scents inspired by Italy.

Tocca Beauty is aiming to send consumers on a sensory journey to southern Italy this spring with Aqua Profumata, a trio of scents inspired by the country’s iconic areas.

“Our aim with this collection is to appeal to consumers who prefer a lighter, less concentrated scent — often, a younger consumer,” said Ray Burns, vice president of Tocca Beauty.

Italy is a constant inspiration for the brand, noted Gordon Finkelstein, president of Tocca Beauty. “Our company is named after the Italian word for touch, and our overall brand direction is meant to evoke the spirit of a European traveler on holiday,” said Finkelstein.

Amalfi, which takes its inspiration from the Italian coast area of the same name, has top notes of cucumber and mint; its heart is of apple, jasmine, violet leaves and lily of the valley, and its drydown is of violet and musk.

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Catania, named for the area in Sicily, has top notes of rich vanilla and hesperides; a heart of muguet and jasmine, and a drydown of sandalwood.

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Salina, named for the Italian island, opens with clove, orange and green leaf notes; has a heart of purple freesia and iris, and a drydown of peach, raspberry and musk.

All of the scents in the collection were concocted by Givaudan. Each will retail for $38 for 3.4 oz. and will be launched in mid-May.

The scents will be available in 566 specialty store doors in North America, including Barneys New York, Anthropologie and Sephora, and at Internationally, the brand is in 213 additional doors, including Harrods, Liberty and Selfridges in the U.K. and retailers in Spain, Japan and Australia.

While executives declined to discuss sales figures, industry sources estimated the trio could do about $1.2 million at retail globally in their first year on counter.

As well, a new eau de parfum, Giulietta, joined the brand’s main fragrance lineup in April. Inspired by Federico Fellini and his wife, Giulietta Masina, the scent has top notes of Bulgarian rose, ylang-ylang, green apple and pink tulips; a heart of lily of the valley, iris pallida, vanilla orchid, lilac and heliotrope, and a drydown of cedar wood, musk, amber and sandalwood.

And Finkelstein isn’t stopping there. “Beauty is still in its infancy for us, and we feel that there’s a lot of room for us to grow,” he said, adding the brand ended 2008 up — “we even did well during the fall,” he said. He declined to give figures, but industry sources estimated the beauty brand generates upward of $15 million yearly at retail globally.

“Our price points — from $22 to $100 at retail — represent affordable luxury,” Finkelstein added. “We will keep our focus on quality and affordability going forward.”