ITALY. Bvlgari Parfums unveiled a new feminine fragrance, Omnia Améthyste, at last week’s TFWA World Exhibition in Cannes. As its name suggests, the scent was inspired by the gemstone amethyst, which is traditionally associated with royalty and balance.
This latest Omnia incarnation targets a younger audience (aged around 20-25) than the original, and features a lighter, fresher, floral juice.
Launches of the fragrance will begin in Asian domestic and travel retail markets, from February 2007, before being rolled out worldwide from next September.
Omnia Améthyste opens on notes of green sap and pink grapefruit, giving way to the prominent accords of iris and Bulgarian rosebud. The base features heliotrope and solar woods accords.
The juice is presented in the signature ‘interlocking’ Omnia flacon, reworked in a lilac and silver colour-scheme, to match the amethyst theme. The outer carton is a matching shade of purple.
The launch will be supported by a print advertising campaign. There is an eye-catching creative packshot visual in which the fragrance is surrounded by amethysts, and a complementary model shot.
Omnia Améthyste will be available as a 25ml, 40ml and 60ml edt, priced in travel retail at €29, €38 and €48 respectively.
For men, next year will include a renewed focus on Aqva pour Homme, notably an Aqva Time animation, which will feature a 100ml limited-edition version in special packaging but with an unchanged juice.
This will be supported by a weekend set containing a 50ml fragrance, a 75ml after-shave emulsion and a 75ml shampoo and shower gel.
In addition Bvlgari will continue to update its coffrets and travel retail exclusives sets, for both men and women, in line with its latest launches.
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