INTERNATIONAL. Puig unveiled the new feminine fragrance from Nina Ricci, called Nina L’Elixir, in London last week. The launch was held in Sunbeam Studios, where fragrance face Florrie performed an exclusive gig after the formal presentations.
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Musician Florrie stars as the face of the new feminine fragrance from Puig and Nina Ricci, called Nina L’Elixir |
Nina L’Elixir will be introduced in September. In travel retail, the fragrance will initially be available in France, Holland and Belgium, before rolling out to other markets, such as the UK and Spain.
Nina Ricci Brand Director Margerie Barbès Petit opened the launch proceedings with the declaration: “Today is a double event. We will show you the new product launch in the Nina universe, but also the preview of a new communication concept and approach in the Nina world.”
Petit described the original Nina fragrance, introduced in 2006, as one of the brand’s key pillars. “It’s a worldwide top seller,” she noted. “We have sold more than 11 million bottles since the launch.”
Fantasy and femininity feature strongly in the world of Nina, which aims to evoke the image of a modern fairy tale, complete with a contemporary princess. “Now we are unveiling a new chapter in the Nina universe,” noted Petit, “with a new sensual fragrance, represented by a new muse who will tell us the story of this addictive new love potion.”
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Margerie Barbès Petit and Olivier Cresp discuss the finer points of the new Nina L’Elixir juice |
The new scent, Nina L’Elixir, is an edp interpretation of the original Nina edt. Both were composed by Firmenich nose Olivier Cresp.
“The idea of the “˜love potion’ was the starting point,” Cresp explained. “This is not just a more concentrated version of the edt. This is a different fragrance, with some links to [the original Nina].”
Cresp revealed he was inspired by the sensual, vanillic aroma of some sweets his daughter brought home to eat. Red berries, jasmine, Calabrian lemon, Caiparinha lime, cedar wood, cotton musk and amber are the juice’s key ingredients.
Like its predecessor, the edp is presented in an apple-shaped flacon inspired by the famous “Fille d’Eve” bottle created by Robert Ricci and Marc Lalique in 1952. In this incarnation, however, the bottle is a crystalline red, topped with a golden-hued stopper and butterfly leaves.
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Margerie Barbès Petit introduces Florrie and her band for an exclusive gig at London’s Sunbeam Studios |
In travel retail, Nina L’Elixir will be available as a 50ml and 80ml edp, priced at €49.50 and €61.20 respectively (versus €43 and €52 for the original Nina edt).
The advertising campaign for the new fragrance is an innovative collaboration between the house of Nina Ricci and a young British musician called Florrie (www.florrie.com).
“We are launching a new communication concept with a 360° approach,” declared Petit. “This represents a new type of advertising in our industry.”
Puig has selected 21-year-old British singer, songwriter and drummer Florrie Arnold to be the new fragrance face. In the 30-second advertising film – directed by Nez, who has also worked with Lily Allen, Mika and Paulo Nutini – she will sing her interpretation of Blondie’s “Sunday Girl”.
“Florrie perfectly embodies the Nina princess,” noted Petit. “And it was strategically key to find the right person. In addition to the fragrance advertising, the house of Nina Ricci will produce a music video [of the Sunday Girl pop cover] to help support Florrie’s career, which will be released at the same time as Nina L’Elixir.”
Florrie also features in the print campaign, which was shot by Ruven Afanador.
