FRANCE. Guerlain will introduce its third fragrance for travel retail, Love Is All (pictured), into selected markets in February 2005. The full international roll-out is scheduled for next May.
In response to popular demand, the scent will be available in certain domestic markets, in addition to travel retail doors worldwide.
Like its predecessors Precious Heart (2004) and With Love (2003), Love Is All will be available for one year. As its name and concept suggest, it continues Guerlain’s theme of love and romance, and is targeted at “lovers who travel”.
The Love Is All juice opens on notes of pink peppercorn and mandarin pulp, leading to a floral heart of mimosa, orange blossom petals and iris. The base features amber and woods.
Presented in Guerlain’s familiar “exclusives” flacon, topped with the company’s signature heart-shaped cap, this year’s motif is pink and sparkly, in line with the scent’s younger target market.
The Love is All bottle is transparent, adorned with a hologram of hearts. The outer packaging echoes the pink/shimmering heart design.
Love Is All will be available as a 50ml edt spray, priced at €39. The 2 x 50ml duo set will be priced at €69.
Other fragrance novelties for 2005 include an edt version of L’Instant de Guerlain, the feminine fragrance launched in September 2003.
The juice will be reworked – as will the outer carton – and there will be a price differential. The new version will be supported by the same basic ad visual, but featuring a different pack shot.
For the Asian market, Guerlain has created a new Cherry Blossom scent, called Shiny Cherry Blossom.
Each year the company unveils a new version of the fragrance (this year it was called Glittering Cherry Blossom), and introduces it in Japan to coincide with the peak period when the cherry blossoms bloom.
The fragrance will be specific to travel retail for one year, before joining its predecessors in domestic distribution. This year, it will also be available on the French market, as a test, in time for Valentine’s Day.
Special Cherry Blossom sets have also been created for travel retail, comprising three mini-sprays and a pouch.
Lastly, Guerlain will introduce two new Aqua Allegoria scents next year, and the company will change the packaging and visual for Shalimar Eau Légère.
For make-up, the company will introduce its new Spring Collection from January 2005. Key items include three glitter lipsticks, two new palettes, and a selection of Météorites one-shot products.
Within the Terracotta franchise, Guerlain will introduce the first palette next year, which will feature bronzing powder no 2 and four lip colours. In addition, the company has relaunched its giant powder compact. The Terracotta seasonal look incorporates a turquoise theme.
In the second half the company will unveil a new waterproof mascara. And in August there will be a major lipstick launch, with significant support and investment, according to the company.
Within skincare, in February Guerlain will repackage and reformulate its Issima Perfect White collection.
In addition, the entire Issima range will be revamped with a new colour code. Different shades of blue will represent different product functions, to simplify the line.
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