MILAN — Kate Moss will star in a campaign to relaunch one of Bulgari’s original scents.

The Roman jewelry company will rerelease Bulgari Pour Femme worldwide in August with the aim of repositioning it as Bulgari Parfum’s cornerstone women’s scent. A spokeswoman for Bulgari here said the relaunch is intended to show that the classic fragrance transmits the essence of a luxury jewelry company.

Bulgari Pour Femme will be promoted by an international print and television advertising campaign featuring Moss. Though the company wouldn’t divulge numbers, the campaign is purported to be the biggest promotional investment ever made by Bulgari Parfums. Industry sources peg that figure at up to $3 million.

Filmed in Barcelona, the black-and-white 50-second campaign shows Moss in a backless black dress and a 74-carat diamond necklace and diamond pear-shaped earrings, and an amber-colored jewel that turns into a drop of fragrance. The print campaign is a still of Moss with the fragrance in the foreground. Both print and television campaigns were shot by Mert Alas and Marcus Piggot.

Though the scent will retain the same feminine-floral formula with which it was first launched in 1994, Bulgari Pour Femme’s packaging and flacon have been reworked to include a gold metal cap, and neck and foil detailing. The design of the neck is meant to resemble that of a woman. Bulgari Parfums will launch a limited edition of Bulgari Pour Femme in September that will feature a crystal cap.

Also set for a relaunch are men’s scents Bulgari Pour Homme and Bulgari Pour Homme Extrême, which have undergone a flacon face-lift — gaining solid silver metal collar, neck and cap details.

Alongside the three relaunches, Bulgari Parfum will unveil three new scents with a worldwide debut in August. Linked to Bulgari Pour Femme and Bulgari Pour Homme through shared notes, Voile de Jasmin, Rose Essentielle and Pour Homme Soir will be kept as ongoing fragrances in Bulgari Parfums’ growing scent portfolio.

This story first appeared in the June 23, 2006 issue of WWD. Subscribe Today.

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