On the fifth anniversary of the launch of her first fragrance, Vera Wang is set for another engagement in specialty stores.

Truly Pink, intended to be a complement to the brand’s higher-end scent lineup, will make its debut in February. Like the eponymous first fragrance — referred to as Signature — Truly Pink will be sold in about 500 specialty stores in the U.S. and in doors abroad, including Selfridges in London, and will be a permanent addition to the line. Last year, Wang also released Princess, a youth-oriented scent that has proven to be a hit in its 1,200 U.S. department store doors.

“Our first strategy with fragrance was to focus on specialty stores,” said Laura Lee Miller, president of Vera Wang Licensing LLC, a Vera Wang Group division. While at Unilever, before Vera Wang was acquired by Coty, Miller helped to launch Signature in early 2002 before joining Wang’s firm. “It continues to be the core of our business, but it’s also become a platform with which to launch other projects and, eventually, to expand distribution into complementary areas.” For instance, Sheer Veil, a flanker launched in April 2005 that up until now has only been sold in specialty stores, will expand into the brand’s department store distribution in February, noted Dennis Keogh, senior vice president of U.S. marketing for Coty Prestige.

Truly Pink was formulated by Firmenich, which also created Signature, and is built around pink roses. Top notes are of white freesia, cassis and lychee blossom; the heart includes peony, pink rose accord and peony, and the drydown is of creamy woods, iris and violet wood. The juice is tinted a pale pink and comes in the same bottle type as the first Vera Wang scent.

“Truly Pink mirrors the Vera Wang design aesthetic, which this past season was all about layers and textures,” said Miller. “It’s a modern expression of Vera.”

A 3.4-oz. eau de parfum spray, $85, and a 6.7-oz. body cream, $85, will be launched in February. A 1.7-oz. size will enter Sephora doors exclusively later this year, and a 5-oz. body lotion, $40, will be on counter in specialty stores in April. National advertising, created in-house by Coty Prestige and Vera Wang, was shot by Maria Robeldo and features a bottle shot on a background of furled roses. An intensive sampling campaign is also planned, with upward of 16 million scented impressions and 50,000 deluxe miniatures in the works. Scented strips in magazines will feature both Truly Pink and Signature.

This story first appeared in the January 12, 2007 issue of WWD. Subscribe Today.

While none of the executives would comment on sales projections, industry sources estimated that Truly Pink will do upward of $5 million at retail in North America in its first year on counter. Sources estimate that Wang’s fragrance portfolio in total does approximately $70 million at wholesale globally each year.

As Wang’s empire has grown, it has also provided growth opportunities for licensed products, particularly fragrance, said Miller. In that spirit, the company has signed a cobranding agreement with FTD, the floral firm, to offer Vera Wang-designed bouquets of roses for order over the Internet beginning in February. A dozen long-stemmed pink roses will sell for $50, or $70 with a deluxe miniature of Truly Pink. Two dozen long-stemmed pink roses with a deluxe miniature of Truly Pink will retail for $100. In national advertising for Truly Pink, FTD will also be featured under the flap of the scented strip.

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