CERRUTI AIMS AGAIN AT WOMEN’S MARKET

Byline: Alev Aktar

PARIS — Nino Cerruti is taking another crack at the women’s fragrance market. This time, he is using his successful men’s scent, Cerruti 1881 Pour Homme, as a springboard.
Cerruti 1881 Pour Femme is now being rolled out by the international division of Elizabeth Arden, based in Geneva, Switzerland, to 7,000 duty-free shops and perfumeries in France, Germany and Italy.
A wholesale, European volume of $25 million has been projected for the first year, according to Enzo Equestre, European brand manager for fragrances at Arden.
This is Cerruti’s second women’s scent. The first, Cerruti Pour Femme, was launched in the late Eighties and remains “in very limited distribution in Italy,” according to an Arden spokeswoman.
The new women’s scent will be backed by a magazine advertising campaign photographed by Paolo Roversi and it will be promoted with scented strips. In addition, about three million to four million fragrance samples will be distributed in-store.
The men’s version of 1881 ranked sixth in Europe in 1993, and although 1994 results aren’t in yet, the company expects the eau de toilette to remain in the top 10.
In France, prices for the women’s version range from $33 (170 francs) at current exchange rates for a 30-ml. eau de toilette spray to $80 (415 francs) for a 7.5-ml. perfume. There are also two bath items, a 200-ml. body lotion, also priced at $33, and a 200-ml. bath and shower gel, priced at $26 (135 francs).
The new women’s fragrance is a floral woody scent with a linen accord that was developed by Givaudan-Roure Corp. because Cerruti wanted it to be relevant to his fashion. “This fragrance has a lot to do with me, my work, my taste,” said Cerruti. “It’s very pertinent.”