RYKIEL’S FAMILY AFFAIR
Byline: Jennifer Weil
PARIS — At Sonia Rykiel, it’s all in the family.
Nathalie Rykiel, daughter of the designer, has just been tapped to be the face for the house’s new fragrance, Rykiel Rose.
“She is the legacy [of the brand] and has the profile of the consumer we’re reaching out to,” said Simon Burstein, vice president of the Sonia Rykiel Group and managing director of Sonia Rykiel Parfums et Beaute. “She’s a young, active and professional” woman.
The advertisement by photographer Tyen, which is not yet final, will feature Rykiel and a product shot. It will break as a single page in women’s magazines starting in October — in tandem with the scent’s launch in select markets.
At the same time, the company is banking on the new ad and scent to broaden its consumer base by appealing to a younger set. Burstein said that in the past 30 years, the brand has developed a score of diehard Rykiel fans, “and we’re looking to catch a second generation of them.”
The floral woody scent was created by Firmenich’s Alain de Mourgue. The bottle is in the shape of a woman’s torso. Gold accents the cap and what could be interpreted as the arms.
Although the company would not divulge projections, industry sources estimate the scent could bring in about $10 million in wholesale volume during the first 12 months.
Rykiel Rose will be introduced in France, the U.S. and the Mideast in September before being rolled out to the brand’s full distribution network of 60 countries.
The short line is made up of eaux de parfums in 30-ml., 50-ml. and 100-ml. sprays, which will retail in the U.S. for about $40, $55 and $70, respectively.