MILAN — Gianfranco Ferré’s latest women’s launch proves the sensual, sexy series of Italian fragrance introductions won’t cool off any time soon.
Essence D’eau Gianfranco Ferré is bottled in a curvy golden flacon created to suggest the female body.
The scent’s advertising of a naked woman’s body, the bottle and its cream and gold packaging were all ideas of the designer, Gianfranco Ferré, according to ITF’s managing director, Massimo Cappini.
“He wanted a perfume as though it were very feminine, sensual and elegant,” Cappini said.
It is set to launch first in Italy and Europe — excluding France and Spain — in September, followed by the U.S. and Canada in October. By spring 2004, Essence d’eau Gianfranco Ferré will be present in Spain, France, the Far East, Japan and South America at an estimated 7,500 points of sale. Executives refused to provide sales projections, but industry sources estimate the fragrance could do in excess of $20 million at wholesale globally the first year.
Created by Quest International in its first collaboration with ITF, Essence d’eau Gianfranco Ferré has top notes of cedar flowers, kumquat rind and blackberry; middle notes of rose and jasmine, and bottom notes of vanilla, musk and amber.
Accompanying the launch in Italy will be a 30-second TV commercial, shot by Xavier Vallhonrat that shows the close-up curves of a female body bathed in golden light. A print advertisement featuring a woman holding a highlighted bottle against her bare stomach is planned for publication in Europe.
The golden-colored bottle that encases the scent curves in the middle, resembling a female form, and was designed by Serge Mansau from an idea by Gianfranco Ferré.
Miniature sprays of the fragrance will be distributed during the time of launch, as well as mini sizes of the bath line.
The scent will be available in three sizes of the eau de parfum spray: 25 ml. priced at $43.89 (40 euros), 40 ml. priced at $63.64 (58 euros) and 75 ml. priced at $85.58 (78 euros). The bath line includes a 200-ml. bath and shower gel priced at $28.53 (26 euros), a 200-ml. body lotion priced at $34.01 (31 euros), a 10-ml. deodorant spray for $27.43 (25 euros) and soap priced at $21.94 (20 euros). Dollar figures have been converted from the euro at current exchange.
Cappini asserted that having Ferré on the ITF portfolio was strategic for company growth.
“For us, the brand, Ferré, is grand prestige and strategy for the development of ITF,” he said. “We are certain that our collaboration with fashion, and that synergy, can attain for us further support for company growth.”
— Stephanie Epiro
Lafley Receives $3M Bonus Plan
CINCINNATI — A.G. Lafley, chairman, president and chief executive of Procter & Gamble Co., has been given a raise. P&G increased his bonus by 30 percent to $3 million and boosted his salary by $200,000 in fiscal 2003, according to a regulatory filing Friday. Lafley also received a salary of $1.6 million in fiscal 2003, up from $1.4 million in 2002, and a restricted stock award of $4.5 million in fiscal 2003, compared with a $1.5 million award in 2002.
He also was given 262,798 stock options in 2003, compared with 360,197 in 2002. Using the Black-Scholes option pricing model, the options in 2003 have a present value of $6.9 million.
Dietz Leaves Wella
DARMSTADT, Germany — Axel Dietz resigned from his Wella management board position overseeing the company’s consumer business division on Aug. 31, and has left the company. Alfred Kramer, member of the management board’s human resources and new business division, has been charged with Dietz’s responsibilities.