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Down the Aisle

Vera Wang is tossing Bouquet, her newest fragrance, into this spring's fragrance fray. The scent, coming in April, will be available in about 500 specialty stores in the U.S. And that's not all that Wang has in the way of florals this spring: Flower...

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Vera Wang is tossing Bouquet, her newest fragrance, into this spring's fragrance fray. The scent, coming in April, will be available in about 500 specialty stores in the U.S. And that's not all that Wang has in the way of florals this spring: Flower Princess, a follow-up to her successful Princess launch, is also set to be released in April.

It's time for another trip to the altar for Vera Wang.

The designer is launching two new fragrances this spring: Bouquet, which joins her bridal-themed Signature scent collection, and Flower Princess, which will join the top-selling Princess franchise. Both are slated for April launches in the U.S.

"Our idea was to move the Vera Wang brand into a new expression of bridal," said Laura Lee Miller, president of Vera Wang Licensing, who helped Wang introduce her first fragrance in 2002. "Vera has always been about modernity — and Bouquet is a new expression of a floral scent. Flower Princess also takes a modern approach — we want to create a fragrance wardrobe for many princesses, of all ages." More Princess-themed scents will be rolled out in coming years, she added.

Vera Wang Bouquet, while intended to be part of the Signature fragrance franchise, is a new scent, with a different bottle. Concocted by International Flavors & Fragrances, Bouquet has top notes of dew drops, Sicilian bergamot and black current leaves; a heart of paperwhite narcissus and honeysuckle, and a drydown of lavender musk accord, Moroccan cedar and white iris root.

Bouquet's bottle references Signature's classic pyramid shape, but is taller with faceted corners intended to evoke pleats in a wedding gown, said Miller. "It's a sleeker silhouette, which reflects the body-conscious gowns that brides are favoring today," she said.

Eaux de parfum in two sizes will be offered: 1.7 oz. for $67 and 3.4 oz. for $87. Three ancillaries will also be marketed: a 5-oz. body lotion for $50, a 5-oz. shower gel for $45 and a 6.7-oz. body creme for $85.

At launch, Bouquet will be available in fewer than 500 doors, including Saks Fifth Avenue, Neiman Marcus, Lord & Taylor and Nordstrom. It is also expected to be distributed in travel retail, France, the U.K., Australia, Asia, Germany, the Netherlands and Greece.
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