TURKEY. Escada’s new fragrance, Especially Escada Elixir was officially unveiled in Istanbul in April at the Çirağan Palace Kempinski on the edge of the Bosphorus. The scent, which features a heart of Turkish rose, begins its global roll-out in Turkey – a first for the brand. The new addition to the range launches in June 2013 and will be a permanent addition to Escada fragrances. The Moodie Report reports first-hand from the big reveal.
Boldly elegant: Especially Escada Elixir features a heart of Turkish roseThe launch celebration featured Escada representatives wearing classic black dresses with scarves in the brand’s trademark pink. Guests were welcomed with sparkling rose cocktails, in honour of the scent’s key ingredient. The evening commenced with the entrance of brand ambassador Bar Rafaeli, dressed for the occasion in a rose pink column gown with accents of glittering jet and black lace.
Brand Ambassador Bar Rafaeli with P&G Prestige Director Global Distribution and Travel Retail Murat Akyildiz
Rafaeli on stage with P&G Prestige Escada Fragrances Brand Manager Jean Philippe Bonneau (left) and P&G Prestige General Manager Luxury Fragrances Luigi Feola (right)Following a speech from Rafaeli in which she expressed her delight at the new fragrance, guests were treated to a sumptuous five-course dinner in the Kaftan room where the advertising campaign, shot by photographer Koto Bolofo, was revealed.
The following morning, journalists were invited to a fragrance workshop with Jean-Michel Duriez, perfumer at P&G Prestige, who was joined by Julien Maubert of Robertet, one of the world’s top producers of aromatic products with more than 150 years of experience in harvesting and processing roses.
Journalists were treated to a fragrance workshop with Julien Maubert of Robertet and P&G Prestige perfumer Jean-Michel DuriezEspecially Escada Elixir is a new and intense addition to the existing Especially Escada collection, building on the classic edp and the more playful Delicate Notes edt.
The makers of the new scent say it is evocative of a garden at dusk filled with the scent of rose blooms. The idea of the night garden has been brought to life in an eye-catching print campaign and online experience featuring supermodel Bar Rafaeli who told editors that she loves the brand’s “delicate and feminine, elegant yet youthful” fragrances.
Some of the key components of the new fragrance including Turkish Rose and Juicy PearEspeciallly Escada Elixir is crafted around a rose heart, but differs from the other fragrances in the collection through its intensity. Eastern roses from Isparta, Turkey – known as the City of Roses – add depth to the juice; 4,000 kilograms of these roses are needed to produce one kilogram of rose oil. Oriental notes such as vanilla extract and Ylang Ylang, both from Madagascar, add intensity while Ecuadorian Ambrette seeds provide a note of musk. Blood orange from Sicily adds a twist to the fragrance. The fragrance is sensual, heavy and fruity with a fresh top note.
The dark pink juice is presented in a robust, square glass flacon. The double EE logo, created by Escada founder Margaretha Ley, appears on the golden lid. And the outer packaging is said to take inspiration from the design concept of Escada’s new flagship stores, which feature golden metal highlight walls and modern grey glass.
The new fragrance is a more intense variation on the other Especially Escada fragrancesShot by esteemed photographer Koto Bolofo, the high-impact print advertising campaign, “Night Garden” captures Rafaeli in a rose garden at dusk in a flowing, dark pink couture evening gown designed for the campaign. Bolofo said that he “wanted to create an image that brings to life the essence of the brand so that when you see it, you can almost smell the perfume off the page. We discovered the most fantastically beautiful garden which made the perfect location to bring to life the Night Garden creative concept.”
The campaign image featuring Bar Rafaeli in the “Night Garden”P&G Prestige has high ambitions for the new fragrance. Rose is a winning formula worldwide, but this more concentrated elixir is a weightier fragrance which is expected to have a particular appeal to consumers in the Middle East. Elixir will retail at the same price point as the original Especially Escada, and around 7% higher than Especially Escada Delicate Notes.
Especially Escada Elixir will be rolled out in travel retail throughout the summer and will be available as an Eau de Parfum in three sizes (30ml, 50ml and 75ml) and as a body lotion (150ml).
The Especially Escada collection is one of the pillars of the brand’s scents, alongside the Fashion Fragrances which celebrated their 25th anniversary last year.
Supermodel Bar Rafaeli in a promotional image for the new fragrance
