Fashion footwear brand Nine West will launch their debut fragrance, Love Fury, in January, under arrangements with Inter Parfums. At the same time, they will introduce the Love Fury pointed toe platform pump…
According to Women’s Wear Daily, the Italian denim-wear brand Diesel needs to amp up their women’s business “following a long period where it became heavily reliant on men’s sales”. Expect to see higher prices, better fabrics, more shoes and bags, and a more feminine look. Also key: Loverdose, their latest fragrance and part of their overall strategy to attract “a somewhat older customer than before, between the ages 25 to 55, with a sweet spot of around 30.”1
The ad copy for Loverdose is mostly about sex — quelle surprise! — with a splash of rock ‘n roll: yes, sex sells, apparently, whether you’re 15 or 25 or 35. Loverdose is meant to be a “beautiful but deadly narcotic for the senses” and reportedly it includes molecules that “stimulate the hypothalamus, the part of the brain that induces attraction and desire”.2 If it all sounds like the usual fragrance marketing fol-de-rol, luckily, the floriental juice has the same sense of humor as the television commercial, which features model Ashley Smith in a series of more-comical-than-sexy scenarios, and ends with her boyfriend not bothering to wake up when she comes home and kisses him.
Loverdose opens sweet and fizzy…
Britney Spears will launch Cosmic Radiance in August. The new fragrance for women is a flanker to last year’s Radiance. The tag line: “be the brightest star in the universe”…
Justin Bieber will launch his first prestige perfume (as you might remember, he has already gotten his toes wet with scented dogtags), Someday, in June. The fruity gourmand scent is geared towards teenagers…
Perfumer Honorine Blanc talks about Beyoncé's new Heat Rush perfume.
