NEW YORK — Creed is looking to add a little femininity to its stable of fragrances this spring.
The 241-year-old fragrance house, which just opened its second U.S. location on Madison Avenue, is preparing for the U.S. launch of what it calls the first fragrance of the millennium — 2000 Fleurs.
The scent, due to bow in May, uses the essences of 2,000 different flowers and contains notes of violet, magnolia, rose, mandarin, black currant, lilac, jasmine, iris, narcissus, jonquil, green tea, amber, musk and sandalwood.
While many of Creed's fragrances can be worn by both men and women, 2000 Fleurs is one of the few to be created specifically for the females.
And the juice isn't the only feminine aspect of the fragrance — the flacon itself has been redesigned, marking the first major bottle change in almost 80 years. Instead of the gender-neutral glass bottle reminiscent of a whiskey flask that houses the other 200 plus fragrances Creed sells, the new bottle was given a feminine look with sloping curves and the Creed emblem engraved upon it.
The floral scent is a "celebration of women," said Laurice Rahme, president of Creed USA. "And the bottle represents that. It's a change in direction for the company."
2000 Fleurs will retail for $180 for a 2.5-oz. spray and is expected to reach $1 million in first-year retail sales.
Creed, which has a $250,000 yearly advertising budget, plans to have ads in Vogue and New York magazine, as well as contribute to co-op advertising with stores that carry the fragrance.
2000 Fleurs, which is already being sold in Paris and Italy, will make its debut worldwide May 1. In the U.S., it will bow in 60 doors, including Bergdorf Goodman, Neiman Marcus, Jacobson's, the Creed flagship store on Bond Street and at the smaller boutique at 897 Madison Avenue which opened in December.