FRANCE. Parfums Givenchy will unveil a new, limited-edition fragrance collection next year, called Millesime. It will begin rolling out from January.
Borrowing from the Champagne concept, the line will feature existing fragrances whose juice has been reworked with a key ingredient from an exceptional and individual harvest, as opposed to a blend.
For example, for Organza, that ingredient will be jasmine from India; for Amarige it will be mimosa from Grasse.
“What we will emphasise is the high quality of these natural ingredients,” Operational Marketing Manager Sandra Bédé-Mohsni told The Moodie Report. “This will be a limited-edition collection – due to the limited quantity of the specific ingredients available. It will be a premium offering, priced at +20% than the original fragrances.”
She added: “Obviously, we will choose our locations carefully. We need enough space and resources to explain the concept properly.”
The Millesime fragrance flacons will be the same shape as the originals, but with different décor. The outer packaging will be used to showcase the concept and unique ingredients.
Also new next year is Lovely Prism, Givenchy’s fifth travel retail exclusive fragrance. It too will be launched from next January.
“The prism concept is emblematic for Givenchy; it’s been a signature of ours in make-up for a long time,” explained Bédé-Mohsni. “Now we are linking it to our fragrance offer too.”
Lovely Prism is a floral scent, presented in a new, blue and pink flacon. “The model in the advertising is young, but classy,” noted Bédé-Mohsni. “And in the visual we have exaggerated the bottle shot to make it more of a focus.”
Other fragrance novelties include summer versions of the company’s Very Irresistible Givenchy masterbrand – the first time the men’s scent has been thus extended.
Lastly, a major new women’s fragrance will be unveiled next September.
Within make-up, in the first half of 2006 Givenchy will introduce a new lipstick line, called Lip Lip Shine!. “This will deliver a gloss effect, but with no stickiness,” noted Bédé-Mohsni.
In the second half the company will roll -out Prisme Libre. This is a loose powder combining four different shades., which are mixed together on application. There will be four different colourways.
There will also be a Collection Chocolat, featuring shades of gold, brown and plum. And for Christmas 2006 Givenchy will launch La Collection Dentelle, featuring (as the name suggests) a lace motif.
This limited-edition line will comprise glitter shades for the party season.
Within skincare, Givenchy will launch Power Youth in the first half of 2006. “This is a new franchise targeting younger women aged from 30 up,” explained Bédé-Mohsni. “The line acts on mitochondria, the cells’ power sources.”
And Givenchy’s Blanc Parfait whitening line will be extended with an innovative new mask, called Black for White in Asia and the Middle East, and Black for Light in Europe.
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