MILAN — With many consumers snubbing mass market and celebrity-driven scents, luxury giants find themselves in a strong position to promote their fragrances to an audience eager for more exclusive products. Bulgari is a prime example, and the Roman jeweler is now unveiling Aqua Divina, the latest addition to its expanding perfume collection, set to debut in stores worldwide in March.
On Feb. 3, the firm, part of LVMH Moët Hennessy Louis Vuitton, held a celebratory dinner for the eau de toilette at Milan’s Henry Timi art gallery. At once salty and floral, the juice combines top notes of bergamot and pink ginger with a heart of magnolia and quince, and a drydown of amber and beeswax. Longtime Bulgari collaborator Alberto Morillas of Firmenich said he focused on the concepts of femininity, youth and a natural, sun-kissed beauty as he developed the edt.
“This is a woman who could be strolling through Capri, or on a dreamy, sunny beach. She took advantage of her day in the sun and sea and her skin is still golden, and now she’s going to get ready for a simple evening out and she’s going to wear perfume,” he said, describing the mental image he used.
Bulgari Parfums managing director Valeria Manini said the company is both rounding out its range of classic scents and adding to a more upscale segment, exemplified by the Le Gemme range introduced last year. While the women’s Omnia line of fragrances is performing well, Manini said Bulgari was keen on adding a feminine juice to the Aqua range, too.
The Omnia and Aqua lines form “the international touchstone of our offering, and the idea was to consolidate that, especially on the feminine side,” she said, adding that retailers had been requesting more luxury fragrances in response to client demand for products that feel “made to measure.”
The scent will follow the distribution plan of the masculine Aqua Pour Homme and Aqua Amara, reaching a total of about 24,000 doors worldwide. Manini declined to discuss sales projections, but industry sources suggested the juice could reach 50 to 60 million euros, or about $56.6 million to $68 at current exchange rates, in its first year on the shelf.
The fragrance bottle is designed to resemble a pearl or iridescent seashell, and it matches the rounded beach pebble shape of its masculine counterparts.
This month, a new ad campaign shot by Mark Segal will break internationally, with Magdalena Frackowiak as a modern-day Venus emerging from the Mediterranean waters. The images make explicit references to the Renaissance painting by Sandro Botticelli, playing up the model’s tousled blonde locks and dewy skin. In select shots, Frackowiak appears with Jon Kortajarena, the face of Bulgari’s Aqua scents for men.