sorbet
20.02.04, 19:08
z pub20.ezboard.com/bperfumeoflife
This year marks the centenary of Salvador Dali's birth. And to celebrate the
event, Confinluxe, holder of the artist’s fragrance license, will introduce
the women’s scent Rubylips, starting in April.
Lips, often depicted in Dali’s art, are prominently featured in the scent’s
packaging and advertising. One red-tinted side of Rubylips’ bottle, for
example, features five engraved pairs of lips. Each is meant to represent one
of the senses, explained Jean-Pierre Grivory, Confinluxe’s president and
chief executive officer.
“The mouth theme brings a certain sensuality that translates into a fragrance
that is [sparkling] and sensual,” he said.
Rubylips’ advertising features Brazilian actress Camila Pitanga, who will
also appear in other Dali fragrance campaigns. In the visual for the single-
page Rubylips ads, she has highly glossed red lips and is lying next to a
bottle of the scent. A pink-tinted sky — yet another reference to Dali’s art —
is in the background.
Samples, including 4-ml. miniatures and 2-ml. vials, plus point-of-sale
animations, will support the launch.
Grivory refused to talk numbers, but industry sources estimate Rubylips could
make $3 million in wholesale volume in the first year after launch.
The eau de toilette will come as 30-, 50- and 100-ml. sprays that will sell
for $38, or 30 euros; $53.25, or 42 euros, and $74.80, or 59 euros,
respectively. The ancillary line will comprise a deodorant and a soap.
Rubylips will be launched in Europe in April. The U.S. is slated to get the
scent in the second half of this year.