ChloŽ Adds to Collection With New Fragrance
PARIS ÷ ChloŽ, which is among Franceâs hippest fashion labels, will juice up its fragrance wardrobe this spring with ChloŽ Collection 2005, a limited-edition womenâs scent.
ăWe consider this testing the waters,ä said Pierre Sivac, managing director of Unilever Cosmetics International France, ChloŽâs beauty license holder. ăIf this works as a first step, [perhaps in] 2006 weâll envisage coming back with something bigger.ä
Such a tentative approach is necessary, said Sivac, since ChloŽ Collection 2005 is the brandâs first scent since 1996.
ă[We want] to understand how the brand works,ä said Sivac.
The new fragrance, set to be available from April to August in approximately 5,000 doors globally, is also intended to rejuvenate the brandâs product portfolio, which already includes a signature fragrance that bowed in 1975.
Further, Unilever hopes to cash in on the fashion brandâs soaring cool quotient under creative director Phoebe Philo. Her pretty dresses and casual-chic pieces have become perennial favorites among movie stars and fashionistas.
ăWe wanted to capture ChloŽâs fashion spirit and attitude and bring it to a fragrance,ä said Lucy Tart, vice-president global marketing, Unilever Cosmetics International. ăWe collaborated closely with the fashion house and drew our inspirations from the spring 2005 ready-to-wear collection ÷ which is all about a sheer, spirited expression of femininity. The fragrance is innocent, charming and playfully sexy.ä
The ready-to-wear collection also inspired the scentâs outer packaging, which features cutout flowers meant to recall the broiderie anglaise used in some ChloŽ pieces. The motif also decorates the fragranceâs flacon.
The ChloŽ Collection 2005 scent, which was concocted by International Flavors & Fragranceâs Carlos Benaim and Clement Gavarry, is meant to have a pretty, lighthearted feel, as well. It features top notes of waterleaf, pear and passion fruit. Hydroponic tuberose and wet gardenia mist are at its heart, while base notes include wet woods and musk.
The eau de toilette will be available in a 3.4-oz. spray version priced at $55 in the U.S.
While Unilever executives declined to give sales projections, industry sources estimate 10,000 to 15,000 bottles of ChloŽ Collection 2005 will be produced for the French market.
Point-of-sale promotions will support the launch.
How does hydroponic tuberose smell different from tuberose grown in regular soil? And what exactly does "wet gardenia mist" smell like?