MILAN — Turning to the next generation seems to have added a winning touch for Italian designer Laura Biagiotti.
Retailers say that her latest fragrance, Emotion, which she created with her 22-year-old daughter Lavinia, is off to a good start in Italian stores.
The fragrance, Biagiotti’s fourth, was launched in Europe in September.
Biagiotti’s fragrance license is held by Procter & Gamble under its Prestige Beaute division. The firm plans to renew interest in Biagiotti fragrances by pushing a more modern image of the brand and to do so, it enlisted Lavinia to give the latest scent a contemporary edge, according to executives.
“The design of the new perfume has literally bottled Lavinia’s energy and modernity,” said Roberta Parollo, marketing manager at P&G’s Prestige Beaute division. “She has brought all of her young spirit and personality toward life.”
P&G launched the scent first in Europe to gain momentum in the brand’s strongest markets, which include Italy and Germany. The firm estimates that 200,000 units will be sold in Italy in the scent’s first year, the equivalent of a place on the top-five women’s fragrance charts here. Plans for global rollout have not yet been confirmed.
While Paolo Calvi, buyer for 34-door Coin department store, said that Emotion had an unremarkable start, in general, retailers noted that the fragrance is selling “well” or “very well.”
“The fragrance is easy,” said Stefano Biagi, a buyer for Italy’s 200-door Limoni perfumery chain, explaining positive reaction to the scent.
Created by Sophie Labbe of International Flavors & Fragrances Inc., Emotion’s juice is fruity, floral and balsamic. Top notes include mango, black curant and lily of the valley. White arum lily and ylang ylang are at the heart, followed by base notes of sandal and vetiver.
Biagi also noted Emotion’s accessible price points as a plus. The eau de parfum comes in 30-ml. , 50-ml. and 90-ml. sprays that retail for $27.30, $36.40 and $45.50, respectively. All figures are converted from the lira at current exchange rates.
Buyers said that customers also are responding well to Emotion’s advertising. The ad campaign represents P&G’s biggest ad budget to date for a Biagiotti fragrance introduction.
“We are dedicating to this launch the biggest support ever on a Biagiotti new initiative both in-store and in media,” said Parollo, noting that the ad campaign is expected to insure that every Italian will see it at least five times before Christmas.
Print ads broke in September, while television spots bowed mid-November and ran through Christmas. Produced by Grey Europe, ads feature model Ivona Kucrika in country settings and the tag line: “Why walk when you can fly?”
“It is selling well because of the communication, the campaign,” said Limoni’s Biagi. “[Kucrika] is very fresh, young.”
Umberto Boniardi, director of seven-door Garbo perfumeries agreed, adding that in-store promotions, window displays and point-of-sale material, featuring Emotion’s curvy-triangular bottle designed by Peter Schmidt, were also helping to ring up sales.