SWEDEN. A new fragrance from a new brand; Purple Shades by Jacques Rothschild is launching in September 2003, simultaneously with Cool Grey by Jacques Rothschild for men.
Romella is Sweden’s only fine fragrance house, founded in Stockholm five decades ago, and was initially in the trade of accessories for toiletries. With dedicated effort and creative management policies the company has been growing successfully with licences for fine fragrances and hair products, as well as own label products. Romella’s portfolio now includes Björn Borg fragrances, Björn Axén, blonde on blonde, Lee Stafford, Charles Worthington, Ulrica Hydman, Vallien, as well as Romella cosmetic bags.
Not satisfied with their stronghold of the Scandinavian markets, Romella products are on the way to extend their distribution outside of Europe. Main customers in travel retail are for the time being mainly in airlines, airports and ferries in Scandinavia.
Speaking to The Moodie Report Jacques Rothschild said the Purple Shades launch will be limited to Sweden, Norway, Belgium and Austria this Autumn. 2004 will see the roll out to other countries.
“We started to sell in three weeks ago and the reaction has been extremely positive,” said Rothschild.
Purple Shades is an ultra-feminine fragrance which embraces the most different facets from the romanticism of the palest lavenders through mauve pinks, magentas and deep violets to purple glamour. Purple Shades uses natural mandarin essential oil along with the fresh grapefruit, bergamot and melon oils to boost the life and impact in the top notes. Purple Shades by Jacques Rothschild eau de toilette comes in three sizes: 30ml, 50ml and 100ml plus a roll-on deodorant and body lotion. The target market is more towards younger consumers, aged 18 to 28 years.
Cool Grey by Jacques Rothschild is a fresh and woody fragrance, described as the modern masculine classic with elegance. The Italian lemon and bergamot along with the cool leafiness of spearmint essential oils boost the fresh impact of the top.
See also www.romella.com
