MILAN — Italy has a soft spot for love stories. And Emporio Armani is embracing the mood with a new fragrance masterbrand called Night.
The Emporio Armani fragrance story began in 1998 with Classic. Next came Emporio Armani White in 2001. The latest of the series, Emporio Armani Night, will roll out to Europe by the end of September and Latin America and Asia at the beginning of 2004. A U.S. launch date has not been set, pending results of the other markets, according to Edouard Roschi, the international brand director for Emporio Armani fragrances and Fabio Mancone, general manager for Giorgio Armani fragrances.
The scents will be available in three sizes; 100 ml. for $74, 50 ml. for $54 and 30 ml. for $34. Prices are translated from the euro at current exchange rates.
At launch there also will be 1.5-ml. trial sizes, and a funky flyer that looks like an invitation to a cocktail party, with a liquid peel-off, will be distributed at special events.
Industry sources believe Night will pull in $45.6 million in Europe alone within four months of its release.
Mancone believes Emporio Armani Night is a star addition to a perfume folio that has created a niche all on its own.
“What we have now in our folio is first the classic couple, then paradise and pure innocence and lastly a foray into passion and the mysterious world of attraction,” Mancone said. “The positioning created a territory that was unique for the he-she concept. We wanted to maintain the independence of each fragrance. The young spirit is a very relevant target for us and the stories are relevant to young people.”
While Giorgio Armani fragrances such as Mania and Sensi had enjoyed worldwide success in recent years, Mancone said now was the time for Emporio Armani Night to step into the spotlight.
Propelling the launch will be a sultry advertisement starring Emporio Armani’s current face for its fashion line, Milla Jovovich, and upcoming male model Sebastien Andrieu.
Featuring the couple embracing on a stairway, the TV advertisement was shot in Los Angeles by Erick Ifergen and the still photographs taken by Peter Lindbergh.
The sexy advertisement will air in Italy, Germany, France and Russia for two weeks at launch time in September and again at Christmastime. Globally, $23 million has been allocated for advertising.
Encased in cherry red and midnight black rubberized aluminum cylindrical containers, the fragrance duo was created by different fragrance houses. “Giorgio Armani loved the idea of mystery and something that can happen at any moment and he had a vision for the colors of black for the night and red for passion, love and tension,” said Mancone.
Night for Him, developed by IFF, sits in the oriental aromatic family. The eau de toilette has top notes of tangerine and grapefruit, middle notes of violet, sage oil and cayenne pepper and base notes of cedar wood, myrrh oil and patchouli. Béatrice Piquet, Aleonore Massenet and Yves Cassar, IFF composers of Night for Him, worked for a year and a half on the fragrance.
Created by Symrise, Night for Her will be released as an eau de parfum. The ambery woody floral has top notes of cranberries and hawthorn petals, middle notes of lily of the valley, magnolia and freesia, and base notes of myrrh oil and white musk.
Its creators, Jean Claude Ellena and Lucas Sieuzac, said they wanted to describe the essence of femininity in Night for Her, their muse being a Mediterranean woman.
Roschi said creating the perfumes was a shared experience.
“We really got involved this time,” Roschi said. “The whole marketing team was smelling raw materials — broccoli and other ingredients.”
Added Mancone: “After the White launch it became quite clear we had a third opportunity to try and feature just before a couple joins and those feelings of attraction which occurs in the night — where young people go out and meet and there is that special tension.”