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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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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.
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