FRANCE. Guerlain previewed a comprehensive selection of new product launches at this month’s TFWA World Exhibition.
Among these was the company’s fourth fragrance for travel retail, Colours of Love (pictured left). It will be introduced into selected markets from February 2006. The full international roll-out is scheduled for next March.
In response to popular demand, the scent will be available in certain domestic markets, in addition to travel retail doors worldwide.
Like its predecessors Love Is All (2005), Precious Heart (2004) and With Love (2003), Colours of Love will be available for one year. As its name and concept suggest, it continues Guerlain’s theme of love, romance and shared emotion.
A powdery floral, the juice opens on notes of grapefruit, kiwi, passion fruit and violet, leading to a heart of rose, mimosa, cassia flower and iris. The base is a blend of musk and ambrette seed.
The fragrance is presented in an updated version of Guerlain’s familiar “exclusives” flacon, topped with the company’s signature heart-shaped stopper. The outer packaging features an illustration by Jason Brooks.
Colours of Love will be available as a 50ml edt spray, priced at €40.
Also launching next February is the latest version of Guerlain’s Asian-oriented Cherry Blossom fragrance collection (right).
Lovely Cherry Blossom Gold Sparkles features a blend of bergamot, green tea, lilac, jasmine and red fruits. This year’s bottle was inspired by the design of “˜Après L’Ondée’, according to Guerlain.
Both the flacon and the outer packaging feature a delicate floral motif.
Other fragrance activity in the first semester will include a summer version of the company’s L’Instant de Guerlain masterbrand: L’Instant D’Un Été (for men and women).
The Aqua Allegoria collection will be expanded with two new fragrances, Grosellina and Tutti Kiwi. And Guerlain’s Shalimar feminine fragrance will be revamped for summer in the form of Shalimar Light.
“Next year will be a strong year in fragrance for us,” International PR and Press Director Elisabeth Sirot told The Moodie Report. “In the second half we will introduce a major new feminine fragrance line; the reveal is scheduled for June.”
Within make-up, from January Guerlain will introduce its Spring Collection (left). A key item will be KissKiss Maxi Shine (€18.28 in travel retail), a glossy, volumising version of its original KissKiss lipstick (below right).
Other products include KissKiss Gloss Délice (€17.20), a scented gloss available in three shades: Sucre, Fraise and Dragée; a French Manicure Kit (€32.80); and a new Divinora Eye Shadow quad (€36.40).
As summer approaches, Guerlain will update its iconic Terracotta Collection with a “Blondes and Brunettes” range, containing shades tailored to different skin tones and colouring.
New items include a limited-edition Terracotta Powder Brush (€36.40), Terracotta Bronzing Glow Powder (€30) and Terracotta Brun Doré Kohl (€22).
Within skincare, Guerlain’s new super-premium Orchidée Impériale Exceptional Complete Care Cream (The Moodie Report.com, 19 October) will be the key focus. “We have very high expectations for this,” confirmed Sirot. “But given its premium price point, it will enter only selected doors.”
Other treatment activity in the first half will include three Success Model extensions, all launching in March. These are Eye Tech (€66.40), Smoothing Toner (€34) and Smoothing Mask (€44.40).
Many of the new products will feature in Guerlain’s extensive collection of travel retail exclusive presentations. “Our sets business is very important,” concluded Sirot.
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