MILAN — Versace and Euroitalia are tapping into the oud trend, with a niche women’s eau de parfum that hits shelves in Italy this month and internationally throughout the first half of 2014. Versace Pour Femme Oud Oriental will be available at a highly select number of retailers, with a special focus on the Middle East.
This story first appeared in the December 13, 2013 issue of WWD. Subscribe Today.
Earlier this year, Euroitalia introduced Versace Pour Homme Oud Noir to a similarly restricted retail network.
Euroitalia president Giovanni Sgariboldi said the ouds were a response to a global enthusiasm for richer, woodier fragrances, and that while sales results in the Middle East were strong for the men’s fragrance, “I am particularly satisfied with the European interest that we received, which surpassed our expectations.”
He would not discuss sales figures, but industry sources suggest the new women’s oud — on the shelf in 500 doors when rollout is complete — could bring in $10 million in retail sales in its first year.
Versace Pour Femme Oud Oriental will be available in a single 100-ml. version, priced in Europe for 150 euros, or approximately $206 at current exchange. In addition to Versace boutiques throughout the EU, in Italy the eau de parfum will be sold at La Rinascente in Milan and Florence and Mazzolari in Milan. Harrods in London has a February exclusive, and Galeries Lafayette in Paris, as well as Gum and Tsum in Moscow, will also sell the fragrance. In May, the edp will reach the Middle East, where it will be available at retailers such as Paris Gallery, Sephora and Areej, among many.
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Top notes include oriental rose, freesia and saffron, while the heart of the fragrance is composed of heliotrope, Indonesian patchouli and velvety violet. The drydown contains a leather oud accord, sandalwood and vanilla. “I wanted to create something very strong and seductive,” said Versace creative director Donatella Versace.
The packaging features a lustrous box bordered with the Greek key motif and a glass bottle with a gold cap and gold Medusa at the center. Advertising images shot by Giovanni Gastel featuring the men’s and women’s scents together will be used to promote the fragrances starting in 2014.