Puig unveils new Ephemeral Infusion Collection – 26/02/09

SPAIN. The Puig group is poised to unveil a new feminine fragrance from the house of Prada. Infusion de Fleur d’Oranger – the debut scent in the Ephemeral Infusion Collection – will begin rolling out in travel retail from March.

“We really believe strongly in this initiative,” Marketing Director of Puig Travel Retail Lyndea Dew told The Moodie Report. “I think in times of uncertainty, strong brand names like Prada, with premium initiatives such as this, will perform strongly.”

Prada’s 400ml edp splash presentation, complete with travel-friendly 30ml flask and decanting funnel

The Collection is a family of yearly, limited-edition fragrances derived from Prada’s Exclusive Scent range, launched in 2003. Infusion de Fleur d’Oranger is a descendent of Prada’s Exclusive Scent No. 4: Fleur d’Oranger. As its name suggests, it is inspired by the delicate white flower that appears next to the orange fruit.

Continuing its exploration of fragrance based on natural ingredients, to create it Prada has taken the artisan tradition of infusion from classic perfumery, and reworked it in a contemporary fashion.

Under the creative direction and inspiration of Miuccia Prada, the scent was developed by perfumer Daniela Andrier. She told The Moodie Report: “When you infuse, for example, vanilla, in alcohol for a very long time, you are left with a memory of the raw material, but in a very soft and gentle way. We liked the idea of evoking a memory.

“The perfume is something that stays behind like a footprint, almost like when you walk on the sand”¦you look back and the footprints are almost gone, but you can still see where you’ve come from.

“Infusion de Fleur d’Oranger zooms in on some of the ingredients of Prada’s Infusion d’Iris. It shares some DNA, but is very independent. And again it uses artisan techniques in a modern way.”

They key ingredients are orange blossom absolute and neroli, augmented through sparkling mandarin oil, and mixed with jasmine and tuberose. The result is a delicate and charming fragrance, with an innocent but still irreverent edge, according to the company.

The glass flacon echoes the design of vintage fragrance bottles. It is adorned with the historic Prada crest, which was originally designed in 1913 by Miuccia Prada’s grandfather, and finished with an eye-catching degradé mandarin stopper.

The outer carton, also embossed with the Prada crest, but in a deliberately off-centre position, is patterned with a swirling mass of stems and petals in forest green, pink and mandarin. The art deco style design was inspired by a print from Prada’s fabric archives.

Prada Infusion de Fleur d’Oranger will be available as a 50ml, 100ml and 200ml edp spray, plus a 400ml edp splash. The recommended UK domestic price points will be around £45 for the 50ml, and £115 for the 400ml.

The splash bottle comes complete with a small 30ml portable flask and a decanting funnel, which enables the consumer to display the original larger bottle at home and travel with the smaller size.

The ancillaries are a 250ml Hydrating Body Lotion and a 980ml Perfumed Bath and Shower Gel



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