Giorgio Armani has turned to the seductive power of the sea in positioning his latest women’s fragrance, Acqua di Gioia.
He describes the new scent as conjuring up “the image of a strong, serene and free-spirited woman who exists in perfect harmony with nature.
“I was inspired by my visits to islands such as Pantelleria and Antigua, where I have for years had holiday homes,” Armani continued. “Both places represent an ideal — a place to escape to and recharge in a natural setting.” Noting that the scent is rooted in nature and in water, Armani stated he developed the bottle’s shape from a drop of water. “For me the bottle is as much a tribute to the shape of woman, as it is to the beautiful form water makes.”
Marc Menesguen, president of L’Oréal’s worldwide Luxury Products Division, identified this as “a strategic launch for Giorgio Armani Parfums,” which is the designer’s licensing arm inside the French beauty giant. “[To be] launched in June globally, our goal is to make it a great international success,” Menesguen added.
L’Oréal does not break out numbers, but industry sources indicate the company is shooting for first-year retail volume in the U.S. of $30 million to $32 million, possibly putting it in the top three of women’s fragrance launches. The long-term goal is to rank in the top 10 globally.
Worldwide, the overall volume target is reportedly $100 million at retail. The company is thinking of using TV advertising in the U.S., where the advertising and promotion war chest is said to be at least $15 million. Fabien Baron collaborated with Armani in producing the print and TV advertising, which was shot in Hawaii with model Emily Didonato.
The Acqua di Gioia launch has a springboard, thanks to the successful 2006 introduction of Armani Code for Women, which now ranks a solid sixth globally. Its 2009 successor, Idole d’Armani, produced more mixed results. The scent scored in the top two of global launches that year, according to executives, but only gained traction mostly in European markets like Italy and the U.K.
Menesguen noted the positioning of the fragrance is driven by “the joy, youth and energy” that emanated from Armani’s recent fashion collection. Jean-Pierre Charriton, international general manager of Giorgio Armani Parfums, spoke of the designer’s “positivism,” which was translated into a nature-oriented scent. “It’s the new Eve of Armani seduction,” he said. Three perfumers from International Flavors & Fragrances — Loc Dong, Anne Flipo and Dominique Ropion — did the translation. The topnote opens with a burst of crushed mint leaves and Limone Primo Fiore Femminello, harvested in Calabria, Italy. The structure then moves into a more sensual heart of pink pepper, aquatic jasmine and dew of peony. The base is constructed of cedarwood heart, brown sugar and labdanum, which is described as one of the rare plants which possesses animal notes.
The range consists of three sizes of eau de parfum: a 1 oz. version priced at $39.50, a 1.7 oz. for $62 and a 3.4 oz. for $80. In addition, there will be a 6.7-oz. body lotion for $39.50.
Marc Rey, U.S. president of Giorgio Armani Parfums, said the target audience for this fragrance has been expanded to consumers as young as 18, and the Internet will be heavily used in the launched, including an outreach to bloggers and heavy doses of viral marketing.
Brenda Wu, vice president of marketing in the U.S. division of Giorgio Armani Parfums, said the fragrance will be distributed in the full 2,200 department store doors in the U.S., and 190 million impressions will be made, half of them scented, in the promotional effort.