PARIS — Barbara Bui hopes her nascent beauty business will blossom this fall with the launch of her first fragrance.
This story first appeared in the July 9, 2004 issue of WWD. Subscribe Today.
For the scent, the fashion designer has teamed with another high-end beauty debutante, Parour Prestige, a division of Parfums Parour, the Paris-based manufacturer of mass-market scents and skin care products.
“[We thought] why not set foot in selective?” said Abdallah El Ghandour, president of Parour Prestige. “It became a big step when we met William Halimi, the head of Barbara Bui.”
Barbara Bui Le Parfum will be introduced starting in October.
While company executives refused to discuss numbers, industry sources estimate the new scent could generate $4.9 million, or 4 million euros, in wholesale volume during its first 16 months.
The fragrance is meant to embody Bui’s love of contrasts rooted in her Franco-Vietnamese heritage.
“Her creativity comes from that duality,” said Caroline Le Pape, managing director of Parour Prestige, noting the brand image has a graphic, urban aspect paired with a feminine feel.
Barbara Bui Le Parfum’s juice, concocted by Anne Flipo of International Flavors & Fragrances, includes notes of spices, incense, jasmine, white musk, sandalwood, heliotrope, cedar and amber.
A heavy sampling campaign, including minisprays, will support the launch. Le Pape said that while brands usually supply retailers with three to four samples per full-sized product, Parour Prestige will deliver 12.
Barbara Bui Le Parfum is meant to be part of a wider global approach to beauty. Its ancillary products, which will be available starting in April, are also supposed to play a role in a woman’s daily beauty regimen. The items will be multisensorial and results-oriented, not simply scented toiletries, said Le Pape.
Barbara Bui Le Parfums’ rectangular bottle, created by Thierry de Bachmakoff of Aesthete design agency, was conceived with an architectural edge. The heavy glass flacon is topped with a clear cap, which encases a mirrored cube concealing the spray device.
The new eau de parfum will be available as 30-, 50- and 90-ml. sprays that will retail in France for $48, $76.50 and $105, respectively, or 39 euros, 62 euros and 85 euros.
Barbara Bui Le Parfums will hit shelves in France and Russia in October. Eastern European countries are slated to get it in early 2005.
Parour Prestige was founded less than a year ago, when it took on Bui’s beauty license through a five-year agreement that includes an annual renewal option for an additional five years.
As reported, Parfums Parour introduced V.O., a treatment line, in French supermarkets last year.