BLONDE AMBITION: Blonde, the fragrance that Gianni Versace Profumi was scheduled to launch last September, will make its debut on March 17 at Saks Fifth Avenue and the 20 Gianni Versace boutiques in the U.S. The original launch was postponed after Versace and his sister Donatella, who named and developed the scent, had second thoughts about the original fragrance and decided to reformulate it. The new juice, which was created by Givaudan-Roure, is dominated by a tuberose note, according to company executives. Dragoco made the first submission.
As before, the company has planned an extensive advertising campaign in national magazines, in-store sampling and an appearance by Donatella Versace at Saks on March 22.
The line includes a 0.5-oz. perfume for $150, a 0.25-oz. eau de parfum spray for $55 and a 1.6-oz. eau de toilette for $55.
In addition, Versace is introducing Baby Rose Jeans and Baby Blue Jeans, two fragrances aimed at children 4 to 14 years old, at the end of this month. Distribution details have not been completed.
FRENCH CONNECTION: The Marie-Jeanne Godard perfumery chain in France has earned a reputation for developing unusual promotional techniques, and it’s striking again for Mother’s Day. The group is instituting a new long-distance service: A fragrance can be paid for in one store and picked up at any other in the 55-door chain by the designated recipient. Called Inter-Parfumeries Marie-Jeanne Godard, the service will start for Mother’s Day but will remain in effect permanently. During the holiday, the purchaser will receive a gift.
TRISH’S TAKE: If a recent personal appearance by Trish McEvoy at Henri Bendel’s Fifth Avenue flagship is any indication, the popularity of makeup artist lines continues unabated.
During two days of in-store appearances in February, McEvoy’s following seized the opportunity to get beauty tips — the makeup artist conducted about 300 makeup consultations over the two-day period — and pushed the store’s sales of McEvoy products to a total of about $150,000 for the week of Feb. 19.
In other news at Trish McEvoy, the company will be introducing a line of five sun protection items in mid-April. The products, some of which are new and some of which have been reformulated, will roll out to the firm’s full distribution of 125 doors and will carry retail prices ranging from $16 to $37.
CLINIQUE’S NEW ADDRESS: While a number of trendy beauty names like Aveda and The Body Shop have installed sites on the World Wide Web to tout their products and philosophies, now the industry’s mainstream stalwarts are getting on line. Clinique has set up an address on the Web, where it can showcase its brands and advise visitors as to what would work best for them. The company will distribute software for Internet access at its store counters.