ITALY. Ferragamo Parfums unveiled its key new fragrance masterbrand, called Tuscan Soul, at last week’s TFWA Asia Pacific show in Singapore. The scent, which was previewed earlier this year in Shanghai, at the company’s 80th anniversary celebrations, will be launched worldwide from September.
According to the company, Tuscan Soul is a “lifestyle project” dedicated to men and women, that will blaze the trail for a whole new universe that includes a home collection and spa products.
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Tuscan Soul, the new fragrance masterbrand from Ferragamo Parfums | |
As its name and entire execution suggests, Tuscan Soul is designed to express the unique association between Tuscany and the Salvatore Ferragamo group.
At a cocktail party held at the Salvatore Ferragamo Boutique at Paragon, Ferragamo Parfums Managing Director Luciano Bertinelli emphasised the significance of this latest launch.
“This is a long-term project for us,” he underlined, “and we have put into it all our energy, creativity and commitment. It also represents a significant investment for our group. Tuscan Soul is the beginning of a lifestyle project for us”¦and it will be a massive brand.”
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The full Tuscan Soul bath and body range |
Created by Pierre Bourdon of Fragrance Resources, the juice – a citrus woody floral – features a selection of Italian ingredients, including Calabrian bergamot and other Sicilian citrus fruits. “It embodies our whole heritage, and represents our DNA in a bottle,” noted Bertinelli.
The flacon harnesses the signature Ferragamo design codes, blending together a series of contrasts: for example, the flacon is square at the base, but circular at the top; frosted at the bottom, but clear at the crown.
The cap is honey-coloured, matching the base and top of the outer carton. The name and the brand are picked out in a glossy red.
Tuscan Soul is available as a 40ml, 75ml and 125ml edt spray. The ancillaries include a 150ml moisturising lotion, a 150ml soothing shower gel, a 150ml hair shampoo, a 150ml hair conditioner and a 75ml alcohol-free deodorant stick.
Again, indigenous Italian ingredients add a special element to the Tuscan Soul bath and body line, according to the company. These include sunflower, iris and white lupin.
The print advertising visual was shot by Mario Testino. The launch will also be supported by a TV ad campaign, shot by Zoe Cassavetes (daughter of John Cassavetes and Geena Rowlands).
– Look out for the full interview with Ferragamo Parfums Managing Director Luciano Bertinelli, to be published soon on The Moodie Report.com
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