FRANCE. As revealed by The Moodie Report, 2 July, Parfums Cacharel is poised to unveil its latest women’s line, Amor Amor, this autumn. It will be launched into European travel retail in October, and is slated to enter the Americas market in March 2004. It will be presented to the trade at next month’s TFWA World Exhibition.
The name might conjure up images of the company’s perennial floral favourite Anaïs Anaïs, but Amor Amor is something of a departure from the purity of Cacharel’s stalwart scents. “The [double] name is certainly reminiscent of Anaïs Anaïs – we wanted a contemporary echo to it,” commented Jean-Michel Bostroem, international marketing director travel retail worldwide for L’Oréal Produits de Luxe International. “But Amor Amor is very different, very daring.”
The fragrance concept is focused around love, passion and desire, which is reflected in both the packaging and the advertising. The flacon is red, topped with a silver metal spiral. The outer carton is a mirror-like silver, decorated with an eye-catching red rose.
The juice, described as a fruity floral, features notes of blood orange, blackcurrant, rare “melati” jasmine and vanilla. The recommended price points are €38.3 (US$43) for the 50ml edt spray and €55.8 (US$63) for the 100ml.
According to Bostroem, the commercial explains perfectly the concept of the product. “Basically, there is a women in a night club, holding Amor Amor,” he commented. “She throws the bottle at the man she likes, and when it reaches him, it turns into a shower of petals, from the rose. [Then they kiss]. It is a sort of magic spell that is all about seduction.”
