LEONARD’S LEONARA TARGETS YOUTH
Byline: Brid Costello
PARIS — Leonard Parfums is looking to resuscitate its fragrance business and reach a young audience with its first scent in 16 years, called Leonara, due out this month.
It is the firm’s sixth fragrance and the first since the Leonard fashion house took back control of its beauty arm from the Leonard family in February 2000.
The Leonard business is now owned by Daniel Tribouillard, who also is its president. Leonara’s juice pays homage to the orchid, a favorite flower of Tribouillard. In fact, the orchid comprises 60 percent of its ingredients.
The scent was concocted by Creations Aromatique’s Bertrand Duchaufour. Top notes include: absolute violet leaf and pomarosa pulp; orchids dominate the heart with absolute of jasmine, bourbon vanilla and concentrated tuberose; and base notes include musk and sandalwood.
“As we don’t have the reputation of being the best in the market, we had to come up with something very up-market and different,” explained Tribouillard of the scent that targets the thirtysomething set.
And, while he would not break out sales estimates, industry sources say Leonara could ring up about $1.4 million at wholesale by yearend.
Leonara’s bottle, a dusky-pink flask topped with a fuchsia pink cap, is meant to resemble a Chinese snuff bottle. It was designed by Serge Manseau of Exergue.
The scent, an eau de parfum, will come in 30-, 50- and 100-ml. sprays that retail for $42, $55 and $74, respectively.
All figures are converted from the euro at current exchange rates and are for Europe. Leonara will be launched in October in France, Switzerland, Belgium and the Mideast. The fragrance’s introduction in other countries was postponed until March 2002 due to the Sept. 11 terrorist attacks in the U.S.
The launch will be accompanied by a double-page print advertising campaign and posters. Ads feature a product shot and a Chinese-style Leonard dress adorned with orchids. A sampling campaign, including 5.5- and 2.5-ml. miniatures, will begin for the holidays.