“When you are confident, you are beautiful,” said Diane von Furstenberg during an appearance at Bloomingdale’s 59th Street flagship on Thursday, when she launched her namesake fragrance and generated what industry sources estimated as $50,000 in sales for the day.
The scent, Diane, which recently was introduced in Sephora stores in Europe, will be sold exclusively at Bloomingdale’s (and Nordstrom stores outside the New York area) until Oct. 15, when it will roll out to all U.S. Sephora doors.
“Diane really wants to empower women,” said Dana Kline, president of luxury fragrance for Fusion Brands Inc., the U.S. licensee of Diane von Furstenberg fragrances. “Across all categories, people relate to her and connect to her brand.”
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At the personal appearance, von Furstenberg signed fragrance bottles and postcards and met with a mob of screaming fans that traveled around New York City throughout the day sharing Diane’s message of empowerment.
In addition, von Furstenberg also participated in an employee rally at the store Sept. 20. She trained Bloomingdale’s sales associates on cross-category branding and the overall message of the “Diane” portfolio. Michael Gould, chairman and chief executive officer of Bloomingdale’s, said, “Diane is of the moment and Bloomingdale’s is of the moment. It’s an incredible partnership.”
Von Furstenberg, who introduced her iconic wrap dress at Bloomingdale’s in 1972, said it was important for her to exclusively offer her scent at the store.
“I have a love story with Bloomingdale’s,” she said. “I have put in this juice all my knowledge, all my love, my passion, my wisdom, my secrets of seduction.”
Gould declared, “We are excited about her many brands, from fragrances to domestics. Diane is a very special partner.”
The fragrance is available in 1.7-oz. and 3.4-oz. eau de parfum and eau de toilette forms. The two sizes of the edt will be priced at $65 and $90, respectively, and the edp sizes will sell for $85 and $110. A fifth item, a 200-ml. body lotion, will retail for $45.
In creating the scent, von Furstenberg included two of her favorite flowers, frangipani and violet, in the formula. “What I want to tell women is: be the woman you want to be. That’s my message all around. When you like who you are, you can make all your dreams come true.”