PARIS — Christian Lacroix is ready to party. In March, the fashion designer and his fragrance license-holder Inter Parfums SA will introduce C’est La Fête (or “It’s Party Time,” in English), concocted to attract young women with a fruity floral juice and lower price points than its previous scents.
C’est La Fête is meant to be a new take on the discontinued 1990 fragrance from Lacroix called C’est La Vie (or “That’s Life”).
“The aim was to capitalize on its strong name, but not with the same product,” said Philippe Benacin, president and chief executive officer of Inter Parfums SA, adding that while the original bottle design has been reprised, the juice it contains is completely new. “This is more summery, more southern France.”
Benacin said although C’est La Vie was not a big commercial success, it helped raise awareness of the designer’s fragrances. He also explained the Falic Group, the Florida-based travel-retail firm that acquired Christian Lacroix’s fashion house two years ago, suggested the scent be relaunched.
With the upcoming introduction, Inter Parfums, which signed a 12-year fragrance license for Lacroix in 1999, aims to drive the designer’s beauty business to 5 million euros, or $6.5 million at current exchange, at wholesale in 2007. As reported, Christian Lacroix’s fragrance sales slumped 17 percent to 4.1 million euros, or $5.3 million at average yearly exchange, in 2006 versus 2005.
“It has a strong presence in France, but it’s not very well-known elsewhere,” said Benacin, referring to Christian Lacroix’s beauty image and adding the Middle East and Russia lead among its international markets.
Industry sources estimate C’est La Fête will generate from $2.6 and $3.2 million, in first-year wholesale sales.
C’est La Fête is Christian Lacroix’s fourth women’s fragrance, following the September 2005 launch of Tumulte. Blended by Takasago perfumer Jean Jacques, C’est La Fête’s top notes include pear, passion fruit, apricot and blackcurrant; its floral heart features notes of jasmine, rose and orchid, plus a vanilla accord, while sandalwood and musk notes make up the base.
“This is a real cocktail of pleasure,” said Jacques.
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At 28 euros, or $36 at current exchange, for a 30-ml. eau de parfum spray, and 70 euros, or $91, for a 200-ml. eau de parfum spray, prices are 20 percent lower than Lacroix’s other scents. The target demographic for C’est La Fête is women aged 25 to 30, said Benacin. Usually, a 200-ml. eau de parfum spray will be introduced in the new line, since that reference was included in the original C’est La Vie collection.
“It’s the ultimate luxury object,” said Benacin, adding it should stand out among smaller sizes in stores.
C’est La Fête’s flacon recalls C’est La Vie’s, but with Mediterranean yellow and turquoise hues.
Single-page print advertising, showing the bottle among orchids and jasmine, was shot by Tetsuya Niikura of Serge Thomass Photographers Consultant.
C’est la Fête will bow in 30 countries in March, including 1,500 perfumeries in France, where the brand has partnered with Printemps department store for a two-week exclusive. A U.S. introduction is not planned.