GERMANY. Lancaster has unveiled a new feminine fragrance from the house of Davidoff. Echo Woman is being launched this month into selected European markets, and North American cruise ships.
The scent will roll out to the rest of Europe, and the Asia Pacific region, from October, before entering the Americas market in March 2005.
According to Lancaster, the fragrance concept revolves around the so-called “new romanticism” – the softer, more delicate vibe that is making its presence felt in many aspects of contemporary daily life.
Consequently, the fragrance mood is described as one of subtle sensuality, as captured by both the flacon design and advertising campaign.
The juice, created by Françoise Caron of Quest, was composed around the Italian spirit Grappa, complemented by white musk and raspberry-grape granita. Other key ingredients include iris pulp, osmanthus, crystal amber and violet wood.
Like that of its masculine predecessor, Davidoff Echo, the fragrance flacon (right) was created by Egyptian designer Karim Rashid, who describes it as “liquifluid, technorganic and pleasurganic”.
The inspiration was the distinctive triangular shape of the men’s Davidoff Echo bottle. “For the women’s bottle, I designed a softened triangle so that the top point is the vaporiser, and the other two points create a very strong, symmetrical form,” Rashid explained.
These three softened points are designed to represent mind, body and soul. “It symbolises oneness for a woman – one with herself and one with the world simultaneously.”
The colour theme for the both the flacon and the outer carton is a soft, raspberry pink.
The fragrance line-up comprises 30ml, 50ml and 100ml edp sprays. The body ancillaries feature a 200ml Delicate Foaming Shower Gel, a 200ml Light Body Cream and a 100ml Soothing Deodorant Breeze.
The launch is being supported by a print campaign shot by Mario Sorrenti, featuring the model Liliane Ferrarezi. The aim of the image was to convey to feeling of modern romance, as evoked by the tag-line “Listen to your heart”.
MORE STORIES ON LANCASTER
Lancaster signs five-year ISPY deal – 21/07/04
Lancaster creates new fairy-tale infinity for Chopard – 09/06/04
The Lancaster Group unveils new seasonal launch portfolio – 13/04/04
