LALIQUE: THE ART OF THE FRENCH KISS
Byline: Brid Costello
PARIS — Lalique has its eye on younger women.
With its eighth fragrance, called Tendre Kiss, the firm hopes to lure the 25 to thirtysomethings.
“Lalique mustn’t be a museum brand,” explained Dominique Daviaud, president of Parfums Lalique. “We want to introduce the brand to new clients.”
To that end, the firm created a light fragrance in a transparent bottle.
The flacon features a reproduction of a Rene Lalique crystal brooch featuring a kissing couple. The pendant was already the subject of Lalique’s 1999 fragrance, called Le Baiser. But this time, the flacon is more transparent to highlight Tendre Kiss’ pink-tinted juice. It is also embossed with roses. Its round cap is gold and pink, meant to be reminiscent of some Lalique jewelry shape- and colorwise, according to Virginie Balleys, marketing manager at the firm.
“The bottle is very Lalique,” she said.
The juice, created by Ann Flipo of Charabot, features top notes of rose, litchi and peony; heart notes of rose petals, frangipani tree flower, ylang-ylang and pepper, and base notes of amber, incense and bourbon vanilla.
Tendre Kiss will bow in France in mid-May, with the rest of Europe’s introduction slated for September. The U.S. launch will be in October.
Daviaud estimates that in the first 12 months, the fragrance will ring up 10 to 15 percent of Parfums Lalique’s consolidated sales, which this year are expected to hit $13.49 million.
The eau de parfum will come in 50- and 100-ml. sprays that will retail for $37.90 and $52, respectively. A 200-ml. body lotion will sell for $26. All figures are translated from the euro at current exchange rates.