QUEL AMOUR KEEPS LEGACY ALIVE AT ANNICK GOUTAL
Byline: Julie Naughton
NEW YORK — Call it a daughter’s loving tribute to her mother.
With Quel Amour (“What a Love”), the first major fragrance launch from the house of Annick Goutal since its founder’s death, Goutal’s daughter, Camille, is carrying on her mother’s memory.
While the younger Goutal — who Brigitte Taittinger, president and chief executive officer of Annick Goutal, calls the “spirit” of the house — has been involved in creating limited-edition scents, Quel Amour is the first scent she’s helped create that will join the permanent lineup, which now numbers 24 scents.
Last year, Goutal worked with Isabelle Doyen, her mother’s former assistant and the woman Taittinger calls the “nose” of the business, to create two limited-edition scents: Le Muguet (Lily of the Valley) and La Violette (violet). Both were favorite flowers of the elder Goutal.
Goutal has chosen another favorite flower, peony, as the key note of Quel Amour. Rather than being a one-note interpretation, it also includes notes of geranium rosa, wild roses, red currants, pomegranate, cherries and vine peaches. The collection will include a 3.4 oz. eau de parfum, packaged in a pink butterfly-topped bottle, for $160; a 3.3 oz. eau de toilette, in a clear glass ribbed bottle, for $95; a 1.7 oz. eau de parfum, for $90, a 1.7 eau de toilette for $65, and a 6.7 oz. body lotion for $45.
The scent will be released in August in the U.S. and at about the same time in Europe, in Goutal’s full distribution. In the U.S., the new scent will be handled by Fragrances Exclusive Inc. Since taking over distribution from AdiPar, Fragrances Exclusive has kept the scents in a comparable number of doors — about 250 U.S. specialty stores — but Connie Ruscio, vice president and general manager of Fragrances Exclusive, and her team have focused on increasing business in existing distribution. This includes Saks Fifth Avenue, Bergdorf Goodman, Neiman Marcus, Nordstrom and Henri Bendel.
While none of the executives would comment on projected sales, industry sources estimated that Quel Amour would do about $3 million at retail in the U.S. in its first year. The release will also include a sampling campaign — including scented strips and blotters — intended to get at least one million scented impressions into the hands of consumers, said Julie Rhinehart, executive director of marketing for Fragrances Exclusive. National advertising is not planned at this time.