MILAN — Bulgari is hoping a new ad campaign featuring Kate Moss will stimulate sales of its Pour Femme scent, which is being rereleased this fall.

The English model is featured in the Roman jewelry company’s new visual to promote Bulgari Pour Femme. Moss, who resembles a young Sophia Loren in the advertising campaign, is dressed in a black, backless evening gown and garnished with the firm’s white diamond earrings and necklace.

The new television and print campaign will be launched in the U.S. and Europe — including Italy, in August. The ads will accompany the rerelease of the female fragrance Bulgari Pour Femme, which will be on shelves worldwide in September. The print and television campaigns were shot by Mert Alas and Marcus Piggot.

According to Francesco Trapani, chief executive officer of Bulgari Group, the relaunch of the scent is better termed a restyle.

“I don’t consider [it] appropriate to talk about a relaunch of Bulgari Pour Femme and Pour Homme. Since their first launch, these two fragrances have always been successful, with excellent results in terms of sales. This is the reason why we decided to keep both juices unchanged and to concentrate only on the restyling of the package. We refreshed and enriched the style of both the bottle and the box in order to make them more coherent to the jewelry essence of our brand,” said Trapani in the statement.

The restyle of the Pour Femme scent alongside the Pour Homme scent is expected to fuel sales over the Christmas period for the group, and industry sources predict the scents could net as much as $20 million over the next year.

This story first appeared in the July 7, 2006 issue of WWD. Subscribe Today.

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