New Z Zegna Bottle: Designed by Ducati
MILAN — YSL Beauté has taken its union with Italian motorcycle maker Ducati to a new level for a limited-edition version of Ermenegildo Zegna’s year-old Z Zegna fragrance.
Ducati, whose Monster motorcycle was initially featured last year in advertising for Z Zegna — as well as given away as part of a promotional effort for the scent — has designed a new Z Zegna bottle.
While the Ducati Monster’s sleek lines may not be an obvious point of inspiration for a fragrance bottle, YSL Beauté believed the popular motorbike would translate well. Ducati’s creative director, David Gross, shaped the end result — a matte black metallized flacon with a vertical racing stripe that mimics the same white stripe on the Ducati Monster. The Z Zegna Design by Ducati, as the new look is called, also features an opaque black metal band that encircles the flacon.
The idea to get Ducati involved in bottle design stemmed from the Z Zegna ad campaign, noted James Ragsdale, senior vice president of designer brands for YSL Beauté.
“The Ducati Monster was an original part of the ad visual for Z Zegna, so the idea was to be consistent with the image,” said Ragsdale.
The new bottle is set to be launched in the U.S. and other global markets next month. It eventually will be rolled out to 8,000 doors worldwide, and plans call for it to be marketed for one year, according to Ragsdale.
The Z Zegna Design by Ducati contains the same Z Zegna scent originally created by Givaudan. “It’s not the right time to go into a new olfactory [composition] for the brand,” said Ragsdale. “It’s about bringing in more consumers and authenticating the image.”
Ragsdale said that since its April launch, Z Zegna has enjoyed “phenomenal” sales, and he added that the bottle’s new design will stir further interest in the scent. “You have to bring newness all the time,” he said. “We are always working on new projects and ones that have an impact and very dynamic marketing plans.”
To support the limited-edition scent, print ads shot by Jacques Olivar will feature the new bottle with the motorcycle; in addition, a Ducati Monster will be displayed in-store, and a sweepstakes to win the bike will be held online.
While executives would not comment on projected sales of the limited-edition design, Ragsdale said YSL Beauté expects sales to mirror Z Zegna’s performance. Industry sources estimated Z Zegna pulled in $30 million to $35 million in sales in its first year.
Z Zegna was Zegna’s second scent, and YSL Beauté plans to further expand the Zegna portfolio in June with Aqua D’Estate, a summer version of Zegna’s original 2003 entry Essenza di Zegna.
— Stephanie Epiro
Marionnaud to Appeal Fine
PARIS — A.S. Watson-owned retailer Parfumeries Marionnaud said it will appeal the French Competition Council’s decision last week to fine the retailer 12.8 million euros, or $15.3 million at current exchange, for price fixing.
Marionnaud said the decision, which saw 13 luxury brands and two other retailers collectively fined 46.2 million euros, or $55.1 million, was “doubly unjust to distributors, both on principle and in terms of the sum of the fine. The Competition Council has not taken into account the characteristics particular to selective distribution,” said the firm in a statement.”
LVMH Moët Hennessy Louis Vuitton and Chanel also announced they would appeal the council’s decision.