Versace Plans Ambitious Launch for the Vanitas Fragrance
Versace is planning a great and expensive launch for the Vanitas fragrance so take a peek at what makes this fragrance different!
Versace is a name with a great amount of resonance in the fashion as well as beauty industry so no wonder everyone is interested in Versace's collections. One of the hottest news surrounding the Versace label is Versace's ambitious plan to launch the Vanitas Fragrance. It seems that Versace is planning one of the most ample projects so far when it comes to the launch of a new fragrance.
Vanitas has been designed to occupy one of the highest positions when it comes to Versace fragrances. It seems that a great amount of thought and work has been put into the development of this fragrance and it's scent as well as price is going to be directly proportional with the work and quality of ingredients used.
Giovanni Sgariboldi, the president of Euroitalia told wwd.com that “ The consumer has changed a lot, she wants good products and safe products” and that that fragrance will “just be about quality”.
It seems that more and more people are paying attention to the quality of the products and the quality of a fragrance is highly important. A great fragrance will not only last but also have a pleasant and appealing scent.
For the development of the Vanitas, Versace collaborated with perfumer Dora Baghriche Arnaud, and this collaboration seems to be quite successful. The ingredients used in the development of the Vanitas fragrance were a blend of Mediterranean scents such as citrus and sultry flowers blend such as freesia and tiare flower (a Tahitian flower). The undertones of the fragrance are tonka bean and cedarwood, the ingredients blending beautifully.
It is estimated by industry sources that the Vanitas fragrance will be a huge success which will produce about 41 million dollars from sales in the first year only. It is estimated that for this close to 14 million dollars will be invested into advertising.
In New York the first TV commercial and print ad have been produced by Fabien Baron and photographer Craig McDean, featuring model Lindsey Wixson.
The name of this Versace fragrance, Vanitas is a name used by late Giovanni Versace meaning vanity and it refers to “the quality every woman has to have to be a woman – the sensual and the feminine touch”, said Giovanni Sgariboldi for wwd.com.
There are high expectations for this fragrance and we just can't wait for it to hit the shelves of the stores probably in 2012 in the U.S!