ITALY. Bvlgari Parfums has extended its Blv fragrance franchise with a new feminine scent called Blv Eau d’Été. The summer fragrance – described as a lighter, fresher version of the original – was unveiled at last week’s TFWA World Exhibition in Cannes.
The scent, which targets a younger clientele, will begin rolling out from February 2010.
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| Bvlgari’s new summer fragrance, latest skincare addition and fund-raising Save The Children ring | ||
The juice opens on notes of mint and Italian lemon, building to a floral heart of amber, iris and cinnamon. The base notes are a blend of benzoin and fir balsam.
The azure-blue juice and sparkling silver cap aim to evoke the colours of summer, in particular the shades of the sea. The outer carton is a matching light blue, adorned with the Bvlgari logo in silver.
Bvlgari Blv Eau d’Été is available as a 30ml and 50ml edt, plus a 100ml shimmering body lotion. The recommended travel retail price points are €34, €46 and €22, respectively.
Within skincare, Bvlgari showed off its new Merveilleuse line in Cannes, which has just begun rolling out in selected European doors.
The high-end collection is described as the first architectural skincare line that retrains skin to nourish itself. It is also claimed to deliver “face-sculpting” results, leaving skin hydrated, soothed, firmed and restructured.
The line comprises three products: 30ml Elixir Merveilleux (Intensive Nourishing Serum); 50ml Baume Merveilleux (Firming and Restoring Nourishing Cream); and 15ml Regard Merveilleux (Nutritive Firming Eye Contour Cream). The recommended travel retail price points are €190, €175 and €95, respectively.
Each product is presented in glass packaging, with a white and gold colour-scheme.
In other news, Bvlgari showed off its Corporate Social Responsibility credentials in Cannes, in the form of its “Rewrite the Future” Save the Children fund-raising project. The brand chose to support this initiative as part of its 2009 125th anniversary celebrations.
Through its “Rewrite the Future” campaign, Save the Children is committed to providing by 2010 quality education to eight million children living in conflict-affected areas. Thanks to the campaign, up to now Save the Children has rebuilt schools, supplied school materials and protected children from abuse and exploitation.
Bvlgari decided to make its own contribution to Save the Children with the objective of raising €10 million by the end of 2009, of which €1 million was donated by Bvlgari to the organisation on 30 October 2008.
The company created a silver ring especially for the campaign, featuring the Save the Children logo engraved inside. The ring is on sale from 1 February to 31 December 2009 in all Bvlgari stores worldwide, in selected department stores, and on Bvlgari’s e-commerce website, active in the US, priced at €290/US$290, of which €50/US$60 will be donated to the campaign.
In addition to this ring, Bvlgari has also developed a collection of 11 pieces of high-end jewellery and seven high-end timepieces, worth an estimated €3 million.
The collection was officially unveiled on 4 June in Rome, at the retrospective exhibition “Between Eternity and History”, hosted at the Palazzo delle Esposizioni, to celebrate 125 years of the Bvlgari brand.
This collection of jewels and watches has since been presented at high-profile Bvlgari events worldwide. It will be auctioned on 7 December 2009 in New York and all the proceeds will be donated to Save the Children.
All the initiatives connected with the operation have been completely non-profit. For example, photographer Fabrizio Ferri donated his time to photograph each celebrity supporter of the campaign. These include Julianne Moore, Benicio Del Toro, Ben Stiller, Sally Field, Sting, Willem Dafoe, Rosario Fiorello, Gabriele Muccino, Jason Lewis, Andy Garcia, Valeria Golino, Isabella Rossellini and Debra Messing.
Bvlgari Group CEO Francesco Trapani commented: “For Bvlgari, being part of history and at the same time being able to help change it by giving less fortunate people the possibility of a new future is the best possible way of celebrating its 125 years.
“I am therefore really delighted that the company is actively working on the success of the “Rewrite the Future” campaign – a project consistent with the commitment Bvlgari has decided to make to initiatives aiding youth education throughout the world.
“I am also convinced that, thanks to the help of our customers and Save the Children supporters, we will succeed in achieving – and hopefully in exceeding – the ambitious target we have set ourselves.”
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