forevermore79
14.11.07, 11:14
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cosmeticnews.com:
"“Our biggest launch ever” was how Franco-Italian company Selective
Beauty’s prestige division managing director David Melki described
Le Parfum, its new fragrance for Italian apparel brand MaxMara.
Since Selective Beauty signed the license for the brand in March
2006, its teams have been impregnating themselves with the brand’s
values.
“We wanted to take a masculine ingredient and ‘dress’ it in a
feminine way, in line with the story of MaxMara,” prestige division
vice president of creation Silvia Caserio-Haddad says. She explains
that MaxMara was made famous by using top stitching, traditionally
used for men’s tailoring, and putting it on garments for women.
The result is a fragrance built around a note more often used in
men’s fragrances – nutmeg. Created by Firmenich nose Vincent
Schaller, 60% of MaxMara Le Parfum is composed of five different
musks, including one in its top notes, which is rare. The key nutmeg
ingredient is also joined by mirabelle plum and floral notes
including Moroccan rose essence, jasmine essence and tiaré flower,
while woody elements include sandalwood and lime tree.
The flat, elongated teardrop-shaped bottle is by French designer
Thierry de Baschmakoff and is meant to evoke the female form. Its
flat edge is circled with a gray ribbon with the brand’s name on it
in pale pink. An outer sleeve of pale pink satin on card, with
silver lettering, is removed to reveal a box of the same color
printed with the grey ribbon theme.
The EdP is available in 30ml, 50ml and 90ml versions (priced €45-
€85), the largest coming with a stand to keep the bottle upright,
and is accompanied by a four-sku bath line.
French agency Air, meanwhile, has created a print ad campaign
featuring American model Amy Wesson, who has already modeled for the
brand’s clothing. Nude, her legs and arms are crossed to form an M,
evoking the brand’s name.
The launch (February in Europe and the US followed by the rest of
the world before September) will be accompanied by a window campaign
in all of the brand’s standalone stores, which number 700 worldwide.
In Italy, MaxMara’s top market, the company is hoping for a top-20
ranking after the fragrance’s launch in 2,200 points-of-sale there,
Melki reveals.
He explains that this is “the real return of the brand” to the
fragrance world, as the scent launched by Cosmopolitan Cosmetics in
2004, three months before its parent company Wella was overtaken by
US giant Procter & Gamble, never got off the ground after
differences of opinion with the new owner meant that the fragrance
did not get the support it needed. “We still distribute it, but we
do not support it,” Melki says, adding that the eponymous scent
still sells well in the Middle East and Russia, and that it will
continue to be available. The flanker Silk Touch, which Selective
Beauty launched in April this year, has paved the way for this major
new launch. “Silk Touch has allowed us to open up distribution,”
Melki says. “It has sold very well, we have even had stock
shortages.”"
www.cosmeticnews.com/images/parfums/maxmara_leparfum.jpg
