Puig has introduced its latest line extension in the Carolina Herrera family of fragrances: Good Girl Dot Drama Eau de Parfum by Carolina Herrera. It is now available across travel retail in Europe, the Americas, the Middle East and Asia Pacific.
The new women’s fragrance was created by Louise Turner, and plays on the duality of ‘the oriental floral’.
The edp comes in a 80ml bottle that was inspired by the polka dot: a recurring motif for Carolina Herrera, both in fragrance and in fashion. The original polka dot made its debut alongside the launch of Carolina Herrera by Carolina Herrera, the brand’s first perfume release in 1988.
The new bottle was designed by Carolina Herrera Ambassador Karlie Kloss. In this new design, the brand’s familiar Good Girl Stiletto silhouette is adapted to include Polka Dots on the main shoe, with a black and gold colour palette on the heel. The packaging features a black carton in a polka dot print, and Karlie Kloss’ signature in a metallic gold finish.
Reinforcing Puig’s new strategy
As reported, Puig generated revenue of €1,933 million in 2018, with growth stalling due to decreased reported sales in emerging markets and in its local market of Spain. In response to this, Puig has introduced a shift in strategy, stating that it will be “giving more support to our owned brands”.
The company noted: “We want to make Paco Rabanne and Carolina Herrera into brands generating revenues over €1 billion by re-assigning resources previously dedicated to supporting licensed brands”.
In 2018, Carolina Herrera has moved up the global fragrance sales rankings to 11th position worldwide. The brand’s Good Girl range has been a consistent driver for its strong performance in Latin America and is the fasting growing feminine line in the industry, according to Puig. The launch of Good Girl Dot Drama Eau de Parfum underlines the focus on owned brands, and should contribute to the goal of reaching sales of €3 billion by 2025.
