Bulgari expects its forthcoming fragrance to appeal to an international audience. Set to debut globally in the beginning of April, Mon Jasmin Noir is a new addition to its best-selling Jasmin Noir franchise.
Bulgari has Asia on its mind. To appeal to them, this new scent will be lighter than the original scent. “The objective is to be very global, and in order to achieve this you must create something that is also well accepted in Asia,” said Francesco Trapani, chief executive officer of Bulgari Group.
Mon Jasmin Noir is described as “a luminous floral which opens with zingy citrus and lily of the valley notes. Its heart is composed of a variation of jasmine flowers, whilst a woody drydown including cedar and patchouli is intended to add a creamy final nuance.”
The faceted bottle design pays tribute to Bulgari’s jewelry origins. Completing the design is a rich gold cap engraved with the brand’s logo. The eau de parfum will be available in three sizes — a 25-ml. eau de toilette for $45, 50 ml. for $80, and 75 ml. for $105. Also, a body lotion and shower gel will be offered for $28 each.
While Trapani declined to estimate sales for the new fragrance, industry sources estimate the scent could reach over $40 million (at wholesale) in the first year. Mon Jasmin Noir will be available at about 20,000 doors in its first year. One of Bulgari’s core categories, fragrances account for about 23% of the company’s total sales or $339 million in 2010, up 12 percent.
Trapani expects 2011 to be a big year for fragrances with the launch of Mon Jasmin Noir and the recent launch of Bulgari Men in September.
Supporting Mon Jasmin Noir’s launch is a Mediterranean Eden-themed print advertising campaign featuring actress Kirsten Dunst.
photo credit: bulgari