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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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The Flower Princess ad

The Flower Princess ad.

Photo By WWD Staff

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.
An ad campaign, shot by Paolo Roversi, is expected to break in April fashion, beauty and lifestyle magazines. In addition, more than 10 million scented pieces are expected to be distributed in the first six months the fragrance is on the market.

Flower Princess, concocted by Firmenich, has top notes of lush green ivy, shimmering tangerine and dewy water lily; a heart of orange flower petals, Moroccan rose, exotic jasmine sambac and Riviera mimosa, and a drydown of apricot skin, amber, precious woods and musk. Princess' signature heart bottle is again used, although it is tinted petal pink and is topped with a silver-toned band studded with pink crystals. The original Princess bottle is tinted lavender and topped with a gold-toned, crystal-studded band. This scent was developed to appeal to the Asian market, which is traditionally not a high-volume fragrance market.

"This project was born out of a desire to develop a fragrance for the Asian market, as it is not traditionally a high-volume fragrance market," said Michael D'Arminio, vice president of global marketing for the Marc Jacobs and Vera Wang fragrance brands at Coty Prestige. "While we think this scent — a light fruity floral — will work globally, we will launch it first in Asia and then roll out elsewhere." Flower Princess will be a limited edition offering in the U.S. and most other global markets when it arrives in April, but a permanent introduction in Asia, where it is shipping now.

"Flower Princess encompasses the kawaii movement of Japan — a cultural obsession with cute, adorable, spirited items," added Miller. "It's very whimsical."

In the U.S., eaux de toilette in two sizes will be offered: 1.7 oz. for $52 and 3.4 oz. for $68. Two ancillaries, a 5-oz. body lotion for $32 and a 5-oz. body polish for $30, will also be sold. In the U.S. it will be available in about 2,200 department store doors.

A national advertising campaign featuring Camilla Belle will begin running in May fashion, beauty and lifestyle magazines in the U.S.

While neither of the executives would discuss sales projections or advertising spending for either fragrance, industry sources estimated that Bouquet would generate retail sales of about $20 million in its first year on counter in the U.S., while Flower Princess could do an equal number globally in the same time frame. Industry sources estimated that about $5 million would be spent on advertising and promotion for each fragrance in their first year on counter.