LEMPICKA ADDS MEN

Byline: Jennifer Weil

PARIS — Three years after the Lolita Lempicka signature scent came to market, its male partner — Lolita Lempicka au Masculin — is set to be launched.
“Our ambition is to become a fragrance brand, not [simply] a designer that launched a scent,” said Fabienne Gindre, director of international marketing at Parfums Lolita Lempicka.
The woody, fresh scent was created by Firmenich’s Annick Menardo. The juice has some notes in common with the women’s fragrance, including vanilla and praline.
The five-unit line includes a 100-ml. eau de toilette splash for $43, a 100-ml. edt spray for $52, a 50-ml. edt spray for $36, a 100-ml. aftershave splash for $31 and a 75-g. stick deodorant for $15 in France. All figures are at current exchange rates.
The line will be launched in France April 15; Belgium, Germany, the U.S., Canada and the Middle East are slated to get the scent in the first half of this year. The rest of the world is due to get the fragrance in the second half, except for Asia and Latin America, set for 2001.
Industry sources said Lolita Lempica au Masculin is expected to have a first-year wholesale volume of $7.4 million.
The packaging was created by Sylvie de France. The bottle looks like a tree trunk and borrows some motifs from the women’s, including its violet coloring and reference to ivy leaves.

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