sorbet
20.02.04, 18:55
z pub20.ezboard.com/bperfumeoflife/
Yohji Yamamoto’s newest fragrance — Yohji Yamamoto Pour Femme, due out this
summer — is meant to evoke a feeling of discovery.
“[The] experience people have when they first encounter [Yamamoto’s]
creations is a feeling of delight of discovery,” said Christopher West,
global brand manager for Yohji Yamamoto Parfums, whose license is held by
Procter & Gamble Prestige Beauté. “We tried to find a way to make the delight
of discovery come alive in every element of the fragrance.”
Take the scent’s outer packaging. Not smooth like most fragrances’, it has
fabric-like texture and is covered with mother-of-pearl-tinted plastic wrap.
The fragrance’s bottle, created by Yamamoto and Henry de Monclin, of Ateliers
Dinand, is a “deconstructed twist,” West explained. From the front, the
clear, heavy glass bottle appears square. But from the back, the flacon seems
to be sloping forward.
“It’s inspired by how [Yamamoto] creates fashion,” said West, adding the
designer often works fabric from the back of a design toward the front.
Yamamoto’s signature also decorates the bottle.
Yohji Yamamoto Pour Femme’s juice, a woody floral, was mixed by Givaudan’s
Nathalie Feisthauer. It comprises top notes of cardamom, coriander, mandarin
and chamomile. Heart notes include Turkish rose, heliotrope and jasmine,
while base notes are amber, patchouli and georgy wood.
The fragrance’s advertising campaign, conceived by Yamamoto and the Callegary
Berville Grey agency, was shot by photographer Eric Traoré and will be
produced in single and double pages. The ads feature model Kathrin
Werderitsch holding the fragrance.
There will also be LiquaTouch and 2-ml. Sophilux samples.
West refused to talk numbers, but industry sources estimate the fragrance
could generate $10 million in wholesale volume in its first year on shelves.
The eau de parfum will come as 30-, 50- and 75-ml. sprays that will retail
for $57, or 45 euros; $69.70, or 55 euros, and $82.40, or 65 euros,
respectively, in Europe. Its ancillary line includes a shower gel, body
lotion and deodorant.
Yohji Yamamoto Pour Femme will bow in Japan July 1. Its European rollout is
slated for early fall.
