French fashion house Repetto – acclaimed worldwide for its expertise in dance shoes, and well-known for its extensive collection of ballerina flats – has unveiled its first feminine fragrance. The scent was previewed last month in Paris with Societé de Distribution Aeroportuaire (SDA) – the joint venture between Aelia Group and Aéroports de Paris – and began rolling out domestically on 1 July.
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The debut fragrance from French fashion house Repetto |
Repetto signed a 13-year worldwide fragrance licensing agreement with Inter Parfums in 2011. The agreement was effective from 1 January 2012; the debut Repetto fragrance is being launched by French subsidiary Inter Parfums SA.
Recently, Repetto has expanded its product portfolio to include handbags, high-end accessories and ready-to-wear, and in distribution terms has turned its attention to the travel retail channel.
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From 25 June to 8 July, SDA is showcasing the Repetto fragrance at Paris Charles de Gaulle and Orly airports, via a series of events, including on-airport ballet performances. Two ballets took place on Friday 28 June, the first at CDG Terminal AC, and the second at CDG S4.
The debut Repetto fragrance was created by IFF nose Olivier Polge, who explained: “I sought to achieve a hand-sewn effect by combining a selection of luxurious and authentic raw ingredients. [A highlight is] musky powdered rose, real quintessence of femininity. It’s a refined formula for which I had the pleasure of using essence of rose and vanilla.”
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The first Repetto feminine fragrance is being showcased at Paris Charles de Gaulle and Orly |
Polge complemented the rose with notes of pear, cherry and orange blossom, atop a sensual base of vanilla and amber wood.
The outer carton is coloured the famous Repetto pink; the curved flacon within bears the same satin ribbon as used on the brand’s well-known Carlotta pointe shoe. The ribbon is wrapped around the bottle, knotted at the neck, sealed with Repetto’s signature lower case ‘r’ and weighted with a drop pendant.
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The Repetto launch was supported by traffic-stopping on-airport ballet performances | |
The face of the fragrance is Repetto ambassador Dorothée Gilbert, Danseuse Etoile (Principal Ballerina) at the Opéra National de Paris. For the ad campaign, she was photographed in her dressing room by James Bort.
The Repetto fragrance collection comprises 30ml, 50ml and 80ml edts, priced domestically at €39, €59 and €79, respectively. There is also a 150ml body lotion, priced at €19.
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