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EuroItalia Eyes Gains for John Richmond Brand

An ambitious strategy for worldwide expansion includes a third fragrance, Viva Rock John Richmond, and a New York flagship.

MILAN — With an ambitious strategy for worldwide expansion firmly in place, John Richmond recently launched its third fragrance with licensee EuroItalia. The women’s eau de toilette, Viva Rock John Richmond, is the first of its kind for the brand and just one of the new initiatives designed to penetrate untapped international markets. Aggressive multibrand expansion in 2012 will include a New York City flagship boutique, followed by stores in Moscow and Shanghai.

Distribution of Viva Rock began in mid-October in Italy, at department stores such as La Rinascente and perfumery chains, and is estimated to hit 1,200 domestic doors by the end of this month. The fragrance is currently launching in the Middle East and Eastern Europe. Principal rollout will begin in 2012, which will reach across the U.S. and the remainder of Europe before pushing further east. Globally, the fragrance is predicted to reach 8,000 doors.

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Industry sources estimate the fragrance could generate 8 million to 10 million euros, or $10.9 million to $13.7 million at current exchange rates, in retail sales for the first year.

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“Viva Rock has been performing quite well, and we’re expecting satisfactory results over the Christmas period,” said Giovanni Sgariboldi, president of EuroItalia.

The fragrance was created by perfumer Sophie Labbé at International Flavors & Fragrances. The rock-chic flacon in crystal glass was designed by Studio Stile John Richmond. A British flag is reinterpreted in bright pink colors and overlaid in the John Richmond logo in a sparkling gold graffiti font. A key-shaped metal charm dangles from the pink metal cap.

The eau de toilette comes in three sizes: a 30-ml. bottle for 38.50 euros, or $52.65; a 50-ml. version for 57.50 euros, or $78.64, and a 100-ml. size for 77.00 euros, or $105.30. Ancillary items include a 50-ml. spray deodorant for 32 euros, or $43.76; a 200-ml. shower gel for 31 euros, or $42.39, and a 200-ml. body lotion for 37.50 euros, or $51.29.

The fragrance is part of the floral-aldehydic olfactive family and opens with cactus flower, Sicilian mandarin and star fruit. The heart is Damascena rose, watery jasmine and cherry blossom, and the drydown is orris, ambergris and musk.

German model Alex Sanders appears in the national advertising campaign. A television commercial was shot in Milan by Simone Falcetta under the creative direction of John Richmond. The fragrance recently raised its Italian profile with a promotional tie-in on the popular Italian show “Amici.”

The eau de toilette is marketed for a young demographic. “Viva Rock is geared toward girls who are creative, energetic, enthusiastic and dynamic, and who always have a desire to do something joyful,” said Sgariboldi, who’s held the fragrance distribution contract with John Richmond since 2009.

“I wanted a perfume that captured the anticipation, irreverence and excitement that I associate with music that I had grown up with,” Richmond noted. “The perfume is a statement that says, ‘I’m going out to have a good time — not sitting in the corner being dark and moody.”