forevermore79
14.02.05, 00:04
Nowy zapach, ale b. dziwna marketingowo decyzja- Kenzo ma juz Parfum D'Ete
("Zapach lata")- niedawno zmodyfikowany graficznie, jak i zapachowo, zas nowy
Summer ma byc jego uzupelnieniem i dzieli ten sam flakon. Znow beda zapewne
nieporozumienia.
Kenzo zapowiada takze w innych zrodlach letnie wersje Flower i KenzoAir, poki
co o Summer z WWD:
"The LVMH Moët Hennessy Louis Vuitton-owned brand will pay a fragrant homage
to the season this April, with a global introduction of the Summer by Kenzo
women’s scent. It is Kenzo’s second take on summer, following its Parfum
d’Ete introduction in 1992.
“We wanted to reinterpret summer,” said Johanne Leneveu, product manager at
Parfums Kenzo, adding that while Parfum d’Ete is a floral green scent, Summer
by Kenzo is meant to recall the smell of sun-kissed skin.
The juice, concocted by Alberto Morillas of Firmenich, includes notes of
bergamot, citron, mimosa, violet, almond milk, musk, amber, cedarwood and
styrax.
The new fragrance, like Parfum d’Ete, is packaged in a leaf-shaped bottle.
However, the scent’s flacon was tweaked to be more ergonomic than its
predecessor’s. One of its sides is also tinted yellow, infusing the leaf with
a sunny glow.
The scent’s single- and double-page advertising, shot by Parfums Kenzo’s
creative director, Patrick Guedj, features model Katy Braitman reclining in a
field of yellow flowers beneath a blue sky.
Leneveu refused to discuss sales projections for Summer by Kenzo, but
industry sources estimate it could generate 12 million euros, or $15.3
million at current exchange, in wholesale volume in its first year.
Summer by Kenzo will be available as 25-, 50- and 75-ml. eau de parfum
versions that will retail in France for 40.70 euros, 60.50 euros and 70
euros, respectively, or $52, $77 and $89.50."
www.wwd.com/content/articles/021105_2.jpg
