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The debut feminine fragrance from the house of Missoni |
SINGAPORE. The Estée Lauder Companies’ first fragrance from Missoni – the Milan-based fashion house best known for its vibrant knitwear and graphic designs – made its debut in Asia last month, in conjunction with Nuance-Watson at Singapore Changi Airport.
The licensing agreement was signed in May 2005.
The fragrance was showcased on backwalls, gondolas, columns and windows in Nuance-Watson’s perfume and cosmetics stores in both terminals at Changi Airport. Giant banners were also suspended from the ceilings, to further boost awareness.
Aramis & Designer Fragrances – Asia Pacific Regional Sales Director Mei Ying Ng confirmed: “The exclusive launch of Missoni fragrance in Changi Airport has been an excellent collaborative effort between The Estée Lauder Companies and Nuance-Watson Singapore.
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The colourful advertising visual, starring Margherita Missoni |
“The Missoni fragrance was launched exclusively in Changi ahead of all domestic markets and travel retail stores in Asia. One of the reasons Changi Airport was selected was because of the large number of European and Anglo travellers passing through this airport who originate from markets where the Missoni name is strongly established, thus brand recognition would be strong.
“Another reason is the excellent retail partnership we have with Nuance-Watson Singapore, who have worked very closely with us in providing exceptional support in identifying prominent spaces for this exclusive launch. As a result of this strong partnership of Nuance-Watson Singapore and [airport authority] CAAS, an extremely impressive launch has been achieved.”
Nuance-Watson Singapore General Manager Ken Tse added: “Our perfumes & cosmetics business is constantly driven by the success of our new and exciting product launches, and [by] working in very close partnerships with selected vendors.
“We are very pleased to launch Missoni’s first fragrance creation, a very niche and prestige designer fragrance which appeals to a different customer segment who appreciates self-indulgence or is simply looking for an extraordinary gift.”
The Missoni scent is described as modern, spirited and enticing in a distinctive “Italiano” way. “The fragrance draws upon Missoni’s 50-year heritage of luxe sensuality and embraces a “passione” for life,” explained Missoni Profumi Senior Vice President and General Manager Veronique Gabai-Pinsky.
The juice is a blend of fruits, florals and Gianduia chocolate. Key notes includes Italian bergamot, peonies, bitter orange and amber.
The fragrance packaging pays homage to the signature Missoni fashion knits, and features combinations of red, orange and magenta. The flacons are rounded, with a hand-blown feel, topped with an asymmetric metallic spray and cap.
A Missoni fabric “skirt” adorns the bottle neck. The outer carton is accented with the famous Missoni zig-zag pattern.
The fragrance line-up comprises 30ml, 50ml and 100ml edp sprays. Each size is presented in a different colour: namely magenta, orange and red, respectively.
The advertising campaign was shot by Mert Alas and Marcus Piggot, at the Missoni family home in Sardinia. It features Margherita Missoni, the eldest daughter of Angela Missoni.
MORE STORIES ON THE ESTEE LAUDER COMPANIES AND MISSONI
Estée Lauder prepares to unveil first Missoni fragrance – 13/12/05
Estée Lauder signs multi-year licensing deal with Milan fashion house Missoni – 19/05/05
