FRANCE. Beauté Prestige International (BPI) has unveiled the debut fragrance from the house of Elie Saab. Called simply Elie Saab Le Parfum, it will go on-counter in selected markets in July, before rolling out to wider distribution in September.
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The debut fragrance from BPI and the house of Elie Saab will be introduced from July |
BPI inked a ten-year fragrance and cosmetics license contract with the house in 2009. At the time, Elie Saab, the Lebanese fashion designer behind the label, said: “Creating a fragrance has become an essential step of the development of our couture house. We have chosen BPI as a partner who is able to actualise our ambitions. We will create together a signature fragrance and an image that embodies the DNA of our brand.”
The entire fragrance concept aims to reflect the fashion house’s codes. Saab described the scent as “a fragrance which expresses a radiant femininity and which includes the duality of my world: the light of the Middle East and the modernity of the West.”
The juice was created by Francis Kurkdjian, who explained his inspiration thus: “What I found fascinating in working for Elie Saab, was the idea of interpreting light; I didn’t have any specific images in mind, just sensations: the whiteness of the sun at its zenith, radiant femininity, a modern interpretation of voluptuousness.”
Composed as an “ode to light”, the juice features a floral, solar, woody theme. It opens on an orange blossom note, that leads to a heart of jasmine grandiflorum and sambac, shaded by patchouli. Rose honey and a cedar woody accord form the base.
The heavy, cube-like, glass fragrance flacon was created by Sylvie de France. It is cut like crystal for a prism-like effect. The outer carton was inspired by the travertine beige and brown colour scheme of the Elie Saab boutiques.
The product line-up comprises a 50ml and 90ml edp, a 200ml body lotion, a 200ml shower cream and a 100ml deo spray. The recommended price points are €61, €82, €34, €28 and €26, respectively.
The advertising visual (shot by Mert & Marcus) depicts model Anja Rubik as a modern, urban princess, walking through a city in a strapless chiffon dress.
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