LONDON — An Italian drink in a Parisian restaurant was the inspiration for Lancaster’s newest scent, Echo Woman.
This story first appeared in the July 9, 2004 issue of WWD. Subscribe Today.
A post-dinner cocktail of grappa whet the appetite of Quest’s executive perfumer, Francoise Caron, who created the fragrance, which is the latest in Lancaster’s Davidoff family of scents. “We softened its intensity with white musk and added femininity with floral notes of osmanthus and iris pulp around the heart,” said Caron. The juice’s top note is grape-raspberry frappe, countered with a sensual base note of violet wood and crystal amber.
The fragrance is due to bow across Europe in September 2004, and in North and South America, Australia and Asia in spring 2005. Overall, Echo Woman will be distributed in about 14,000 doors worldwide, the same number as the Echo men’s fragrance. That scent first bowed in March 2003.
Echo Woman is targeted at the 25-to 35-year-old woman, the same age group as its men’s counterpart.
The collection includes: eau de parfum in three sizes, 30 ml. for $46, 50 ml. for $68 and 100 ml. for $92; a 200-ml. delicate foaming shower gel, $33; a 200-ml. light body cream, $36, and a 100-ml. deodorant stick, $34. All dollar figures have been converted from the euro at the current exchange rate.
In Echo Woman’s bottle design, the Egyptian designer Karim Rashid took a spiritual approach. The three points of the pink bottle’s triangular shape represent mind, body and soul. “I designed a softened triangle so that the top point is the vaporizer and the other two points create a very strong, symmetrical form that is at the same time organic and sensual,” said Rashid.
Photographer Mario Sorrenti shot the ad of a classically posed model, Liliane Ferrarezi, that will be part of a strong television, Internet and print campaign. Sampling activity will also coincide with the launch.
Although Coty executives would not disclose sales targets, industry sources pegged the number at about $30 million at retail for the scent’s first year, worldwide.
— Ellen Burney