MILAN — “It is not good for the man to be alone,” reads the Genesis.
Versace shifted the biblical creative approach into its beauty business as the brand took a rib out of its successful Dylan Blue men’s scent, which bowed last year, and unveiled its female counterpart, named Versace Pour femme Dylan Blue.
To embody this idea of woman, the designer opted for the fresh face of Croatian model Faretta Radić. Represented by The Society Management in New York and Elite Model Management in Europe, Radić debuted on the catwalks last year and has already appeared in ad campaigns for a range of fashion labels, including Valentino, Miu Miu and Max Mara.
Versace relied once again on photographer Bruce Weber to shoot the campaign. The fragrance’s advertising concept is in line with that conceived for Dylan Blue for men, when male fighters trained in a gym trying to win over the heart of Gigi Hadid.
This time the spotlight is on Radić, portrayed among a range of male talents, such as models Christian Hogue, Trevor Signorino and Jake Lahrman.
“When I walk down the streets of New York and Brooklyn, I see all these gyms full of women, training and getting stronger,” said Weber, explaining his inspiration and underscoring how the images “are a tribute to all of them.”
As for the previous Dylan Blue campaign, the images are flanked by a black-and-white short movie, during which Radić’s character trains and fights against the men. Overlapping shots of the model both in ath-leisure and elegant attire and male bodies are combined with footage of Radić riding a motorcycle or walking down the street.
Similar to the previous clip for Dylan Blue for men, a male voiceover says, “My father always used to say, ‘You can’t live with women, but you can’t live without them,’” but this time a female one replies, “My father said the same about men.”
The ads will debut in international magazines starting from this month.
Licensed to Italian company Euroitalia, the fragrance belongs to the fruity, floral olfactory family and has been in the works for over a year. Created by Givaudan nose Calice Becker, the juice features top notes of black currant sorbet and Granny Smith apple, while the heart includes peach, sweetbriar rose and Arabian jasmine. Woody essences, such as musk, patchouli Coeur and snowbell plants, complete the blend.
Standing apart from its male, geometric counterpart, Versace pour femme Dylan Blue’s glass bottle is crafted as an Ancient Greek-inspired amphora. The curvy, Mediterranean blue silhouette is enhanced by contrasting golden elements, such as the bottleneck, which bears the name of the scent engraved. In addition, the fashion house’s signature Medusa head logo in gold embellishes both the cap and the body of the bottle.
Already retailing in Germany, thanks to an agreement with the Douglas perfumery chain, the fragrance will hit the Italian shelves this month and the American ones next year.
Available in the 50-ml. and 100-ml. versions, priced at $92 and $120 respectively, the scent will reach an estimated 15,000 doors worldwide in its first year, once the rollout is complete.
Industry sources estimate Versace Pour Femme Dylan Blue could reach 45 million dollars in first-year retail sales. According to Euroitalia’s president Giovanni Sgariboldi, best performing markets will include the U.S., Italy, Germany, the U.K., Russia, Australia and the Middle-East.
Industry sources also estimate that the investment in advertising activities for the first 12 months will reach $20 million.
Euroitalia has been manufacturing and distributing Versace fragrances for over a decade, as the company acquired the business at the end of 2004. Besides Versace, the Italian firm also produces the fragrances for the Moschino and Missoni fashion houses, in addition to owning the Reporter label and the Naj-Oleari makeup brand.
In 2016, Euroitalia reported sales of 795.5 million euros, up 9.2 percent compared with the previous year, and sold 25 million units. Exports accounted for more than 90 percent of revenues, with the U.S., the Middle East and the U.K. listed as best-performing markets, followed by Italy, Germany, Asia and Australia.