Bulgari Parfums showcased a number of new fragrances at last month’s TFWA World Exhibition. Among these was the Le Gemme collection, a high-end line of six edps, each one inspired by a specific gemstone. The stones in question are amethyst, turquoise, tourmaline, peridot, citrine and moonstone. The cap of each flacon is coloured to match the corresponding jewel.
“Bulgari is refocusing on its core and its heritage,” Perfume Business Unit Managing Director Valeria Manini told The Moodie Report. “We want to mirror the brand’s core DNA with a fragrance offer that is focused on luxury, and elevates the codes of the house.”
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Each of the upscale Le Gemme fragrances was inspired by a different jewel |
Each juice was composed by nose Daniela Andrier. The recommended domestic price-point is €280 for 100ml. Distribution in travel retail is selective. The Le Gemme Haute Parfumerie collection is available in around 50 travel retail doors.
Nonetheless the channel is considered key by Bulgari Parfums. “Travel retail has been important to us since the very beginning, when the fragrance [division] was created,” noted Manini. “It represents a very important part of the business, particularly in certain regions.
“We have a large international distribution, with a very balanced portfolio in terms of masculine versus feminine. The whole brand is successful and growing steadily.”
In other news, Bulgari is preparing to re-establish its Eau Parfumée au Thé Vert line in travel retail, with the introduction next year of a complete wellbeing assortment. And next spring the company will extend its successful Aqva franchise with a new feminine fragrance nosed by Alberto Morillas. “This will be a very original offering,” revealed Manini, “and completely in line with our strategy of nourishing our pillar
Lastly, in the second half of 2015, Bulgari will revitalise its Man in Black masculine fragrance via a tie-in with the New Zealand national rugby union team (known as the All Blacks), to coincide with the 2015 Rugby World Cup.
