"ITALY. Salvatore Ferragamo Parfums unveiled plans to strengthen its position
in the travel retail channel at last month’s TFWA World Exhibition in Cannes.
But the first priority for the company will be to establish itself more
comprehensively on local markets.
“The Ferragamo fragrance division was created just four years ago,” Ferragamo
Parfums Managing Director Luciano Bertinelli told The Moodie Report. “And our
first step has to be to consolidate on the domestic market on an
international basis. This will be the first phase.”
That said, the company has already forged strong relations with leading
travel retailer DFS Group. “This is largely thanks to Ferragamo’s fashion
heritage,” noted Bertinelli. “But we had a good partnership this year in
Hawaii, Guam, Saipan and Okinawa with our fragrance Incanto Dream (The Moodie
Report.com, 25 May).
The company’s profile will be further raised next year with a new extension
to the Incanto franchise, called Incanto Charms. “Incanto Dream was a very
Asia-oriented fragrance,” explained Bertinelli. “With Incanto Charms we
intend to enlarge the target market.
"It is a much more international fragrance, and we have high expectations for
it. It will be introduced exclusively in Japan and Italy in January, with the
global roll-out scheduled for March.”
The Incanto Charms concept is said to combine European chic with
sophisticated exoticism. It represents a good luck talisman to protect the
traveller on each journey embarked upon, according to the company.
The floral-fruity juice was created by IFF’s Beatrice Piquet. It opens on
notes of passion fruit and honeysuckle, leading to a heart of jasmine and
ottoman rose. The base is a blend of white musk and Amyris wood.
The flacon features an eye-catching shaded turquoise background, with a
mosaic kaleidoscope motif, topped with a fuchsia elliptical cap. The outer
carton echoes the colour scheme and design.
Incanto Charms will be available as a 30ml, 50ml and 100ml edt, plus a 150ml
body lotion and 150ml bath & shower gel.
The advertising campaign was created by Air Paris, and shot by Tobias Zarius.
The visual features the bottle resting on the model’s hand, which is
decorated with a similar kaleidoscope pattern.
“In addition to Incanto Charms, in September 2006 we will introduce a
completely new women’s fragrance from Ferragamo,” Bertinelli revealed."