INTERNATIONAL. Puig today unveiled its big new Nina Ricci women’s fragrance launch Nina at a press conference in London.
The Spanish company acquired the fashion-to-fragrances brand Nina Ricci in 1998. Under Artistic Director Lars Nilsson (formerly with Christian Lacroix, Christian Dior, Ralph Lauren and Bill Blass), appointed in 2003, the fashion brand has been mounting a strong revival.
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| Margerie Barbes-Petit: “It’s a key launch for us – we are trying to recruit younger consumers.” | |
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The apple-shaped bottle evokes the fruity fresh floral scent | |
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Puig Marketing Director Travel Retail Europe Concha Cereijo: “We are planning big promotions with our major travel retail clients and have created a lot of special point of sale and other promotional material.” Photos by Martin Moodie | |
“The fashion world for Nina Ricci is booming again,” said Brand Director Margerie Barbes-Petit. “That’s very important as it gives impetus to extending the fragrances world.”
Describing Nina Ricci as a brand “rich in heritage” – its flagship L’Air du Temps was launched in 1948 – Barbes-Petit introduced Nina, a new line targeted at a younger audience than the house’s traditional more mature female consumer.
“It’s a key launch for us – we are trying to recruit younger consumers and enlarge our client base,” added Barbes-Petit. “It’s a truly international launch. We will start in the French market next week followed by a complete roll-out in Europe, the Middle East, Asia and the Americas.”
The domestic price points are described as “combining luxury with accessibility” with the 50ml carrying a retail price of ₤27.50 in the UK (see duty free price points below).
The bottle, shaped like an apple, is tinted with bright raspberry and enhanced with a vibrant red halo. The stylized apple is decorated with embossed silvery leaves and the name Nina in handwritten letters.
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| The ad campaign follows a fairy tale storyline dedicated to a “pretty fresh-faced heroine” called Nina who is drawn into a fantasy world by the tempting, apple-shaped bottle. The launch is being supported by television commercials and heavy print advertising | |
It is available in 30ml, 50ml and 80ml edt. The fresh, floral fragrance contains notes of calabrian lemon, peony, moonflower, toffee apple, praline, applewood and white musk.
The ad campaign follows a fairy tale storyline dedicated to a “pretty fresh-faced heroine” called Nina who is drawn into a fantasy world by the tempting, apple-shaped bottle. The launch is being supported by television commercials and heavy print advertising.
Puig Marketing Director Travel Retail Europe Concha Cereijo told The Moodie Report: “We will launch in travel retail in July with the worldwide roll-out between July and September.
“We are planning big promotions with our major travel retail clients and we have created a lot of special point of sale and other promotional material including a special “˜magic tree’ with apples.”
She said the target consumer in travel retail is the 18 to 35 year old traveller. Travel retail price points start at €36 for the 50ml. The 80ml will be priced at €44.
MORE STORIES ON NINA RICCI AND PUIG
Puig and Prada show their tender side – 04/05/06
Nina Ricci prepares “To Travel” – 05/01/06
The Puig group unveils Prada Man – 11/11/05
Nina Ricci captures the colours of love – 19/07/05
Nina Ricci takes flight with L’Air du Temps campaign – 16/06/05
