PARIS — Giorgio Armani Parfums is adding a new sensation to its Sensi lineup. Called Sensi White Notes, it’s a lighter iteration of the Sensi scent, first introduced in fall 2002.
This story first appeared in the January 23, 2004 issue of WWD. Subscribe Today.
“We conceived Sensi with very high positioning, with elegant values,” aimed at women with certain maturity, explained Fabio Mancone, international general manager at Giorgio Armani Parfums, the L’Oréal division that owns the Armani beauty license. Sensi White Notes was concocted with a younger customer in mind or a Sensi fan seeking a lighter version.
While company executives would not discuss sales projections for the new eau, industry sources estimate Sensi White Notes could generate $19.1 million to $31.8 million at current exchange rates, or 15 million euros to 25 million euros, in retail sales during its first 12 months.
The development of Sensi White Notes resulted from consumer and retailer demand. “Women are seduced by [Sensi], but they are after a fresher [scent, too],” said Etienne Darroman, international marketing manager at Giorgio Armani Parfums.
So the firm tweaked Sensi accordingly — from its juice, to its packaging, to its advertising.
Fragrance elements of the original Sensi scent remain — notes of kaffir lime and benzoin, for instance — but in the new juice there’s a heightened emphasis on white floral and citrus notes. Both Sensi scents were conceived by Firmenich’s Alberto Morillas.
In Sensi White Notes, top notes include kaffir lime, tangerine and fresh black currant; heart notes are white rose, white lily and water hyacinth, and base notes include rosewood and benzoin.
“We reinterpreted the theme — it’s airier and purer,” said Darroman.
That goes for the bottle, as well. Like that of its predecessor, Sensi White Notes’ flacon was created by Fabien Baron and is shaped to evoke the sleek curves of an Armani dress. However, Sensi White Notes’ bottle is in frosted glass and its cap is of brushed metal.
The new scent’s white outer packaging is meant to be reminiscent of a sheer veil of white muslin.
That fabric is apparent in the advertising campaign for Sensi White Notes, created by Baron and Baron, that will break as single pages. It features a woman’s nude body covered with the muslin plus a shot of the bottle. The tag line reads: “Introducing Sensi White Notes, the refreshing new sensuality by Giorgio Armani.”
At the launch of the new scent, there will be a focus on support in-store, where sampling for the new fragrance is to include white fabric rose petals that can be spritzed with the scent and 1.5-ml. vials of the fragrance on cards.
Sensi White Notes will be introduced in France on March 21. The launch in the rest of Europe and the U.S. is slated for April, while the Asian and Latin American rollouts will begin in May.
A 75-ml. eau de toilette spray will sell for $63.50, or 50 euros, in France.
According to Mancone, the new fragrance introduction follows a strong rollout of Sensi, whose sales have been particularly strong in Italy, Spain and Germany — where it ranks in the top 10. Sensi has also been a “big success” in the U.S., he said
“Globally, 2003 was a good year,” added Mancone.