MILAN — Versace Bright Crystal, the Italian design house’s top-selling women’s fragrance, will be getting a new boost with its first new ad campaign in five years.
Euroitalia, Versace’s fragrance licensee, has produced a print and video campaign done by Mario Testino with creative direction from Donatella Versace. The campaign features top-earning South African model Candice Swanepoel. The new print ad will make its debut on July 5 in the U.S. in Glamour magazine. That will be followed with ads in Cosmopolitan, InStyle and Allure. All the magazine inserts will include scented strips, according to Claudio Tenan, export director at Euroitalia. The video version will be shown on TV in Europe in the fall and other parts of the world. Tenan said the company is still discussing the strategy for the video in the U.S. So far, all that has been decided is that it will appear on the Web in the U.S.
The company did not discuss budgets, but industry sources estimate that Euroitalia will spend anywhere from $5 million to $10 million on the worldwide campaign.