PARIS — A rose is about to bloom in Thierry Mugler’s garden.
Rose Angel will join the trio of existing Garden of Stars scents, a collection introduced last year as a floral offshoot of the designer’s phenomenally successful Angel fragrance.
The rose’s addition to the bouquet is meant to generate buzz around the classic scent.
“It’s to revive and keep excitement around Angel, which is a major line for us,” said Vera Strubi, president of Thierry Mugler Parfums Worldwide, a division of Neuilly-sur-Seine, France-based Groupe Clarins.
The earlier fragrances — Peony Angel, Lily Angel and Violet Angel — have been doing just that, according to executives.
Since its launch, Strubi said the trio outdid its original target of generating 15 percent of Angel sales worldwide. Industry sources estimate sales of the classic scent at more than $100 million annually at retail.
In the U.S., there was great response to the Garden of Stars concept, according to Brad Horowitz, senior vice president of marketing at Clarins Fragrance Group, which handles Thierry Mugler Parfums there. He estimated the trio generated 30 to 35 percent of the Angel fragrance business between April and December.
“That opened the door to expand the [Angel] universe this year,” he added.
Lionel Uzan, marketing director for Thierry Mugler Parfums in the U.S., said he believes the latest addition could grow the brand’s Garden of Stars business by 10 percent in the U.S. While executives would not comment on sales projections, sources estimated in dollar terms that could equate to first-year retail turnover of $10 million.
Rose Angel’s juice was concocted by Firmenich’s Olivier Cresp, the perfumer who blended the original 13-year-old Angel and its Peony version.
“It’s a saga, with the best one for the end to finish the story,” Cresp explained, adding he reread Angel’s formula to incorporate a strong combination of Bulgarian rose oil notes with patchouli he originally used. Cresp said the scent has a fruitiness like a plum, the harmony of patchouli and rose and traces of pink pepper.
Like the other Garden of Stars fragrances, Rose Angel is packaged in a star-shaped bottle, inspired by the original Angel flacon. It is infused with a red hue to evoke the color of a rose.
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An advertising campaign comprising single-page print ads will break to coincide with the scent’s launch in Europe.
The fragrance will retail at 54 euros, or $64, for a 25-ml. eau de parfum, and at 70 euros, or $83, for a 50-ml. edp. Prices are converted from the euro and are for France. In the U.S., the 25-ml. version will be priced at $60 and the 50-ml. one will be priced at $85.
Concurrent with the Rose Angel launch, limited-edition, 100-ml. body lotions will be paired with 25-ml. versions of Peony Angel, Lily Angel and Violet Angel in coffrets that will be priced at $70 each in the U.S. In the fall, 200-ml. body lotions for $45 in the U.S. will be permanently added to the collection for each scent. Also at points of sale, hair accessories in each of the four fragrance’s signature colors will be introduced.