P&G Prestige sparkles with new feminine fragrances – 21/08/06

A jewel of a scent: the new, luxe Femme de MontblancINTERNATIONAL. P&G Prestige has unveiled two new feminine fragrances: one from Montblanc, the other from Escada.

On-counter from 1 October, Femme de Montblanc celebrates the brand’s 100th anniversary. The scent is being positioned as a luxury, intense, ultra-feminine fragrance, ideal for evenings and special occasions.

Accordingly, the amethyst-coloured juice is a spicy oriental. It features top notes of bergamot, cardamom, cinnamon and pineapple, with a heart of Turkish rose, jasmine, May and orange blossom and heliotrope.

The base is a blend of woods, amber and musk, offset by gourmand notes of raspberry, chocolate and peach.

The ad campaign aims to portray the embodiment of eleganceThe flacon design reflects that of the extraordinary Montblanc diamond, cut with 43 facets in the shape of the legendary Montblanc star, which was presented earlier this year in Geneva (The Moodie Report.com, 6 April) at the company’s official centennial celebration.

The outer carton is coloured a deep purple, with the name etched in an elegant calligraphy.

The Femme de Montblanc fragrance line-up comprises 30ml, 50ml and 75ml edts, plus a 150ml deo spray.

The key advertising visual features a model in a strapless evening gown, standing before a backlit curtain.

In line with its luxury positioning, the fragrance will be priced at a premium compared with the current Montblanc scent portfolio.

Also launching this October is Into the Blue from Escada. The fragrance concept revolves around the pursuit of joy and energy.

Extracting joy from the blues with the new feminine fragrance from EscadaThe juice opens on fresh, green notes of leaves and herbs, enlivened with a pop of star fruit. Peony helps form the floral heart, while the base includes woods and amber.

The packaging aims to be uplifting and aspirational. Both the flacon and the outer carton sport a sparkling blue livery, with a pink dot to represent the “seed of joy in the woman’s heart”.

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