Page 58 - BWConfidential24

Insight: Fragrance Brand, product, company Concept & positioning Fragrance type Price Dsquared Want A new women’s scent for fashion An oriental foral created by 30ml EdP: €49 (ITF Company) brand DSquared2. The launch is perfumer Aurélien Guichard of 50ml EdP: €65 supported by an ad campaign shot Givaudan. It contains notes of 100ml EdP: €85 by Inez and Vinoodh and featuring ginger, pink pepper scintillate, rose Dutch model Rianne Ten Haken. damascena, neroli and vanilla. Hugo Boss Boss The Scent A major new fragrance for the The fragrance features top notes of 50ml EdT: €65, (P&G) Hugo Boss brand. Boss The Scent is spicy ginger, an exclusive ingredient 100ml EdT: €89 backed by an ad campaign featuring from Africa, maninka fruit in the 200ml EdT: €119 actor Theo James and produced by heart and a base of leather notes. American director Darren Aronofsky. Photographers Mert & Marcus directed the print advertising. Jimmy Choo Illicit Illicit is Jimmy Choo’s third women’s A foriental with a honey and amber 40ml EdP: €51 (Interparfums) fragrance, and is fronted by singer, accord, notes of ginger, jasmine and 60ml EdP: €75 model and actress Sky Ferreira. rose and a sandalwood base. It was 100ml EdP: €105 composed by Anne Flipo of IFF. Karl Lagerfeld Private Klub A new men’s and women’s duo The women’s scent, by Sophie Women’s: (Interparfums) for the Karl Lagerfeld brand. The Labbé of IFF is a foral oriental, 25ml EdP: €30 fragrances are intended to convey while the men’s fragrance created 45ml EdP: €45 the spirit of a young couple at a by Nicolas Beaulieu of IFF is a 85ml EdP: €65 private party. spicy woody. Men’s: 50ml EdT: €45 100ml EdT: €65 Kenzo Totem (LVMH) A new line comprising three unisex Totem Yellow is a woody citrus, 30ml EdT: €38.50 fragrances that aims to bring composed by Christophe Raynaud 50ml EdT: €52.90 younger consumers to the brand. of Firmenich, Totem Orange is a Totem is backed by a TV and print ad woody foral created by Natalie campaign and a strong digital push. Gracia-Cetto and Olivier Pescheux It has a lower price positioning than from Givaudan, while Totem Blue is Kenzo’s other fragrances to appeal to a woody fruity scent by Antoine Lie younger consumers. and Jean Jacques from Takasago. 58 November-December 2015 - N°24 - BW Confidential