NEW YORK — Euroitalia is hoping its future with Versace fragrances will be bright.
The Italian fragrance marketer believes its newest scent, a women’s eau de toilette called Versace Bright Crystal, can help elevate the brand to a “worldwide leader,” according to Andrea Sgariboldi, who runs Euroitalia’s export business in the Americas and is the eldest son of Euroitalia president Giovanni Sgariboldi.
Euroitalia, which bought the Versace fragrance business last year, has called Versace a brand of “focus.”
“It’s a new brand, a new story for us,” Andrea Sgariboldi said. “It’s our focus. We feel we can be a leader with Versace because the brand is booming.”
While Bright Crystal could be interpreted as a reinvention of the two-year-old Versace scent called Crystal Noir, Euroitalia is billing Bright Crystal as a standalone scent. The two are similar in name and bottle design. Like Crystal Noir, Bright Crystal has an oversize cabochon-cut, diamond-inspired cap. A weighted crystal bottle encases Bright Crystal, which is a light pink, fresh floral scent.
There are major differences between the two scents, however. Crystal Noir, as the name would suggest, has a dark motif. And Crystal Noir is a gardenia, amber fragrance in contrast to the fresh, floral Bright Crystal.
“We are looking at the repositioning of the brand,” said Sgariboldi, who noted Bright Crystal’s light, bright pink-and-white motifs were a step in that direction.
The change reflects a shift in Donatella Versace’s fashion direction, Euroitalia noted, changes in the designer’s creations that have resulted in lighter, brighter impressions in her fashions. On the fragrance front, there are no specific plans to create a series of Crystal scents.
Bright Crystal is set to bow next month in Italy and the U.K. It will be rolled out to the rest of Europe and the U.S. in September. Industry sources estimate the scent could do $10 million in first-year retail sales in the U.S., a market that accounts for about 15 percent of the Versace fragrance business worldwide.
Bright Crystal will be launched at 700 department and specialty stores in the U.S., about 200 more doors than Versace’s typical U.S. fragrance distribution network. The expanded distribution plan is an attempt by Euroitalia to become more of a player in the U.S. fragrance market, executives acknowledged. Retailers include Macy’s, Bloomingdale’s, Saks Fifth Avenue, Nordstrom and Sephora.
Bright Crystal was blended by Alberto Morillas of Firmenich and includes white flowers at its heart — magnolia and lotus, combined with peony — for freshness. Top notes include yuzu lemon and pomegranate, and the base is of acajou, vegetal amber and musk.
“I wanted to create a fragrance that would be inviting, fresh and floral, like all the perfumes I love,” Donatella Versace said in a statement. “Bright Crystal is a perfume that comes in a bottle of timeless elegance that reveals its fresh and floral notes.”
Bright Crystal, the sixth Versace scent on the U.S. market, will be available in two sizes, a 3-oz. eau de toilette for $80 and a 1.7-oz. eau de toilette for $60. Ancillary products will accompany the launch; they comprise 6.7-oz. bottles of perfumed shower gel, $35, and body lotion, $40.
To support the introduction of Bright Crystal, single- and double-page ads will break in October fashion and lifestyle magazines, Euroitalia noted. Some 11 million scented pieces in-store will be used to promote the fragrance. Sources speculate the advertising and promotional budget for the scent in the U.S. could approach $5 million.