PARIS — Paco Rabanne is aiming for a classic with its new women’s fragrance, Paco Rabanne Pour Elle, due out this fall.
The designer, known for his structured metal fashion ensembles, will introduce the scent with Puig Beauty and Fashion Group, owner of his beauty and fashion brands.
Paco Rabanne Pour Elle is meant to become a main pillar in the brand’s scent lineup, which includes Paco Rabanne Pour Homme, XS Excess Pour Homme and the Ultraviolet masterbrand. It’s also expected to put more muscle in the brand’s women’s business, which today represents one third of the firm’s fragrance sales.
“What [we didn’t have] in the portfolio was a feminine fragrance with [the potential] to become a classic in a few years,” said Chrystel Abadie-Truchet, who oversees PPBB Paris, a division of Puig Prestige Beauty Brands.
While Ultraviolet is for women, she said it “targets young customers. We needed something more classical, more institutional and more emblematic of the brand to attract customers that are maybe a little older.”
“Today we have a paradox in that, although the brand is first a fashion brand for women, in terms of fragrance, it’s especially known for men’s lines,” she continued.
Paco Rabanne Pour Elle targets the 25- to 45-year-old set, she said.
While Abadie-Truchet refused to divulge numbers, industry sources estimate the scent will generate $40 million in wholesale sales in its first year after launch. The fragrance will bow in Europe, the Middle East and some Asian countries in October, with the rest of the world set to receive it in 2004.
Paco Rabanne Pour Elle plays on the traditional use of metal in Rabanne’s apparel line.
“The best way to express sensuality is to evoke something very unique from the universe of [Paco Rabanne], which is [the fusion of] metal and skin,” said Abadie-Truchet.
The metal theme runs throughout the product packaging. Paco Rabanne Pour Elle’s bottle has a silver circle at its center that surrounds clear glass through which the scent’s flesh-colored juice can be seen.
The fragrance, concocted by Firmenich’s Jacques Cavallier and Olivier Cresp, is an amber floral. Its top notes include Italian mandarin, white pepper and white freesia. Rose absolute, jasmine and karo karounde are at the heart, while amber, peach and Massoia wood are in the drydown.
“I don’t like bottles that look like other bottles and I don’t like fragrances that smell like other fragrances,” said Rabanne.
A print advertising campaign for Paco Rabanne Pour Elle, featuring the model Liliana wearing an arm bracelet made of metal hoops like the ones on the scent’s bottle, will break in single and double-pages at launch. There will also be TV and movie spots.
The eau de parfum will come in 30, 50 and 80-ml. spray flacons that will retail for $43, $65 and $86, respectively. A 30-ml. parfum bottle will also go for $163. Ancillaries include a body cream and deodorant.
All dollar prices have been converted from the euro and are for France.