MILAN — Pomellato’s number is up.
The Milanese jeweler and its licensing partner ITF are launching a unisex fragrance with a wild, earthy flavor: Pomellato 67, in reference to its namesake silver jewelry line and to the year the brand was founded, 1967.
Perfumer Annick Ménardo of Firmenich created the juice, which opens with notes of lemon, mint and neroli, over a heart of artemisia, absinthe, jasmine and violet. The base is composed of olive wood, vetiver, patchouli and musk.
“The inspiration is typically Mediterranean — aromatic and fresh,” said ITF chief executive officer and founder Roberto Martone.
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The eau de toilette is the second fragrance project Pomellato has undertaken with ITF. The first, Pomellato Nudo, made its debut in 2013 and was composed of a set of three different fragrances, each devised with a specific world market in mind and referencing the brand’s best-selling line of rings.
“We’ve always been coherent with Pomellato’s brand strategy,” noted Martone. “We followed their strategy in fragrance by first launching a collection of scents, and now, after they introduced the new Pomellato 67 line of silver jewelry with a more accessible price positioning, we, too, have seized the moment and are offering a more accessible product that will also appeal to men.”
Compared to the Nudo scents, Pomellato 67 is more modestly priced: the fragrance will retail for 36 euros, 51 euros and 72 euros, or about $49, $69 and $98 at current exchange, respectively, for 30-ml., 50-ml. and 100-ml. bottles. A body lotion, shampoo and shower gel will also be available.
The scent started rolling out in July in Italy, and an international rollout will begin in September. Martone noted that Pomellato fragrances are available in 21 countries. “We want a selective distribution, which will develop slowly over time,” Martone said. The brand’s scents are present at about 4,000 doors worldwide, and key markets include Germany, the Netherlands and Greece. ITF is eyeing Russia as an area for future Pomellato fragrance expansion.
Martone declined to reveal sales projections, but industry sources estimated that Pomellato accounts for about 10 percent of ITF’s fragrance sales, and Pomellato 67 could ring in 4 million euros, or about $5.4 million, wholesale in its first year on the shelf.
A still-life advertising campaign shot by Guido Mocafico emphasizes the rounded glass bottle inscribed with the fragrance’s name in relief, against a vivid blue-green background with the words “Make 67 your number” at the top. Martone said the image would appear in Italian print media and in international retail displays.