ITALY. Bvlgari Parfums is gearing up for the relaunch of several classic fragrances, as previewed at this year’s IAADFS Duty Free Show of the Americas (The Moodie Report.com, 24 April).
The company is poised to revitalise Pour Femme, Pour Homme and Pour Homme Extrême with new packaging and advertising campaigns.
The new packaging for Pour Femme is described as lighter and cleaner, echoing the design of Bvlgari’s gold jewellery and highlighting the signature circular double “Bvlgari-Bvlgari” motif. It will be on-counter from September.
Pour Femme will be available as a 30ml, 50ml and 100ml edp, plus a 50ml and 100ml edt.
To further strengthen the relaunch, the company will roll out globally two complementary versions: Pour Femme Voile de Jasmin (above) and Pour Femme Rose Essentielle (right).
As its name suggests, the former features a juice based around the jasmine flower, complemented by notes of mimosa, bergamot, iris and musk. It is described by Bvlgari as fresh and light.
Voile de Jasmin will be available as a 50ml and 10ml edt. The packaging features an ivory and gold colour-scheme.
Rose Essentielle is described as a seductive interpretation of the original Pour Femme. The juice features ottoman and prelude rose, highlighted with jasmine, blackberry, violet leaves and patchouli.
The line comprises 50ml and 100ml edps, plus a 200ml body lotion.
Meanwhile for men, Bvlgari has updated the packaging for its Pour Homme and Pour Homme Extrême fragrances, and will introduce a new scent, Pour Homme Soir (left), in September.
Described as a classic evening fragrance, the juice opens on notes of Darjeeling tea and bergamot, leading to a papyrus accord blended with amber.
Pour Homme Soir is packaged in a distinctive black and silver livery. It will be available as a 50ml and 100ml edt.
MORE STORIES ON BVLGARI
Bvlgari Parfums prepares for classics relaunch – 24/04/06
Bvlgari Parfums brews up new unisex fragrance – 08/11/05
Kansai opens new Bvlgari, Cartier and Salvatore Ferragamo boutiques – 23/12/04
Bvlgari’s second-quarter sales beat expectations – 02/08/2004
