Puig unveils Prada& & #35 8217;s first fragrance (ang.)

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Puig unveils Prada’s first fragrance

cosmeticnews.com

zdjęcie: cosmeticnews.com/images/parfums/prada.jpg

Spanish beauty group Puig has unveiled the first fragrance for Italian
fashion brand Prada. The women’s EdP named Prada, which took three years in
the making, is set to make its debut in the US this August. “It is a story of
two Latin families united by their devotion to tradition, quality and
attention to detail,” Puig prestige beauty brands president Manuel Puig tells
Cosmeticnews.com.

The fashion house attempted to develop a fragrance in 2002, when it launched
its first cosmetics line Prada Beauty, but the fragrance was never marketed.
Prada’s renewed venture in fragrance is the outcome of a joint venture with
Puig Beauty & Fashion Group signed in 2003, which is now working on a men’s
fragrance for the brand slated to launch in 2005.

The amber formula of the women’s fragrance, composed by Max Gavarry and
Carlos Benaïm of IFF, is described as a reinterpretation of traditional
perfumery, and features sandalwood oil, patchouli leaf, labdanum and benjui.
It comes in a plum-colored rectangular bottle with silver spray and pump
engraved with the Prada name in gray, and displays a steel plate with the
names of the four principal ingredients.

The product line includes 50ml and 80ml EdP sprays (€58 and €78.50), a
refillable 80ml Intense EdP spray (€93) and a 50ml Deluxe version (€117),
plus a 200ml Body Milk (€34.50) and a Bath and Shower Cream (€29.50). Prada
will roll out in August to Neiman Marcus department stores in New York,
followed by 350 other points-of-sale (pos) in the US in September.

The launch will continue in Spain, Germany, the UK and Italy through mid-
October. Distribution in Spain will be limited to 700 selective pos,
including only 10 of the 54 El Corte Inglés department stores, chosen for
their locations. It will continue to roll out to Prada outlets worldwide from
early 2005.

Lola Gavarrón

od wwd.com

[sorbet]

repost from basenotes.net

zdjęcie rekl. http://www.wwd.com/images/articles/061104_9.jpg

Prada’s Newest Design: Fragrance

By Julie Naughton

NEW YORK — Prada has designs on the women’s fragrance market — with plans this
fall to launch a scent that has been hotly anticipated for more than four
years.

While most apparel houses enter the beauty business with fragrances, Prada
turned that notion on its ear with the launch of Prada Skin Care, which hit the
market in fall 2000. That wasn’t the only rule the company broke, choosing to
do individually packaged, “mono-dose” treatment products rather than the multi-
use jars and tubes employed by most other high-end brands. It tiptoed into the
color business with colored lip balms in spring 2002.

Now, Prada and its beauty partner, the Puig Beauty & Fashion Group, are hoping
to break a few more rules with the launch of Prada fragrance, the culmination
of years of development by Miuccia Prada and her team — starting with the outer
packaging, with boxes featuring the same woven-fabric Prada labels that are
sewn into the designer’s ready-to-wear collections. Inside the boxes, other
high-end details are apparent: There’s the engraved metal plates listing the
key ingredients of the scent that top the rectangular glass fragrance bottles,
and in a nod to classic perfumery, the scents are packaged with atomizer pumps.
In certain doors, noted Martha Brady, general manager for Puig North America
and president of Puig USA, the bottles will be further personalized with custom
engraving requested by consumers.

“Miuccia Prada wants to build a beauty house, and is building all of the
launches on two pillars: innovation and tradition,” said Victor Patino, group
licensing director for Prada. “She did this first with Prada’s skin care line,
and is now doing it with fragrance. It is [designed to be] a classic of
tomorrow.”

While Miuccia Prada and her chief executive husband, Patrizio Bertelli, have
been involved with every step in the development of the Prada beauty
collection, the duo signed a joint venture agreement with Puig in May 2003, to
manage the beauty business in a 50-50 deal that is applicable worldwide. Prada
and Puig had signed a letter of intent in June 2002. When the pact was
consummated in 2003, industry sources estimated that the Prada beauty brand
could generate $228 million to $342 million in wholesale sales in three to five
years, compared with an estimated $10 million at wholesale worldwide that the
brand was said to do at the time. Industry sources estimate that the Prada
scent could do $25 million at retail in the U.S. in its first year, and as much
as $100 million at retail globally when the rollout is complete.

Of the deal, Patino noted that while the consummation took some time, it will
lead to a stronger union. “Sometimes you find a fiancée and you find she’s not
the right woman to marry. We spent two years talking and one year negotiating.
While we took awhile, our marriage with Puig is forever. Prada and Puig share
many values, and that’s important because with the fragrance, Puig will be
representing Prada’s values.”

Manuel Puig, ceo of Puig Beauty & Fashion Group and president of the Puig
Prestige Beauty Brands division of the Barcelona-based family-held company,
said the project was “a terrific opportunity for both [houses].” For the
venture, Puig said, the companies came together under their “common values of
being two family businesses with personal relationships and shared appreciation
of the importance of luxury products. Also there was a shared attention to
detail. Most importantly, they went back to the shared tradition of high
quality, with natural oils.” Puig said there were synergies with the skin
care. “The fragrance will help us increase some traffic.”

“I’ve never seen a designer so involved and passionate about a [beauty] brand,”
added Jose Manuel Albesa, general manager of Prada fragrance and skin care. “It
is great to have that type of a partnership and it has resulted in a wonderful
creation.”

In fact, Miuccia Prada’s famous attention to detail will be carried through
every aspect of the fragrance. The scent, developed by Carlos Benaim and Max
Gavarry of International Flavors and Fragrances, and described by Albesa as
a “very addictive, sensual, ambery scent,” has topnotes of Italian bergamot,
bitter orange, Sicilian mandarin and mimosa absolute; middle notes of rose
absolute, schimus molle absolute, Indonesian patchouli and patchouli absolute,
and a drydown of labdanum resinoide, tonka bean absolute, vanilla absolute,
Indian sandalwood and Siamese benzoin resinoide.

The collection includes eaux de parfum in two sizes, 1.7 oz. for $65 and 2.7
oz. for $85, as well as an eau de parfum deluxe refillable spray, 2.7 oz. for
$95, and a refillable eau de parfum intense spray — a slightly different
version with a higher concentration of fragrance oils, $125 for 1.7 oz. Two
ancillaries will be released at launch: a 6.7-oz. body lotion for $40 and a
perfumed bath and shower gel, 6.7 oz. for $35.

The standard packaging for the eaux de parfum is a powder pink box with a prune
logo on a champagne-colored Prada label. The deluxe additions differ slightly.
The refillable edition has a pink outer box with a champagne logo on a prune
fabric label, along with a pink inner box with a printed label. The refillable
intense version has a prune outer box with a prune logo on a champagne-hued
label, with a prune inner box with a printed logo. The ancillary packaging is
of pink and white with a prune printed logo.

“You can striptease your bottle and have it naked,” joked Patino of the inner
and outer boxes of the deluxe versions, “or you can keep it completely wrapped
up.”

In the U.S., Neiman Marcus, Bergdorf Goodman, Saks Fifth Avenue’s New York City
flagship and the 12 Prada boutiques — for a total of about 50 doors — will get
the fragrance first, with an exclusive deal that runs from August to the
beginning of October. In mid-October, all remaining Saks Fifth Avenue doors, as
well as Barneys New York, Nordstrom, Bloomingdale’s, select Marshall Field’s
and Sephora doors and select specialty store doors will get the products. By
December 2004 the scent is expected to be in about 350 doors in the U.S.

Brady noted that there will be uniformed, dedicated salespeople — and counters —
present in all doors where the Prada fragrance will be sold. Puig added that
the company will “hire people to do a lot of training and devote a lot of time
on training to instill a sense of the product. This is like waking up the
market. We are not just doing another fragrance line — everyone is expecting a
lot.”

In November, stores in Italy, Spain, the U.K. and Germany will get the scent,
with the remainder of the globe getting the scent throughout 2005 and 2006.
U.S. distribution is also expected to expand slightly in 2005, with top
department stores joining the fray next spring. Still, the fragrance won’t be
everywhere: “Our intention is to keep this as a very special launch,” said
Albesa. That’s not to say he doesn’t have big plans: “We aim to get in the top
five [fragrance rankings] in every single country,” he emphasized.

The advertising campaign, shot by Mario Sorrenti, includes single-page and
double-page spread versions. The first ads will break in Allure, Vogue, Town
and Country and Vanity Fair in August magazines, and he

Prada

[forevermore79]

Pamietam, jak pomieszalem wszystko o Pradzie za szybko tlumaczac wloski artykul-
Sorbet musial mnie poprawiac na basenotes, heh :-) . Ale jedno sie zgadza- te
perfumy beda bardzo klasyczne, dopracowane i troszke w stylu unisex, choc nie
tak eksluzywne z natury, jak butikowe wersje.

[sorbet]

Nie ma sprawy :-)

A mi się niebardzo butelka podoba, aczkowiek wersja przezroczysta lepiej
wygląda. To zresztą bardzo Prada, retro (w pompce) + nowoczesność (w butelce).
Bez tej pompki wyglądałaby na CdG, hehe. W sumie sama woda jest być może
ciekawsza (labdanum + drzewo sandałowe).