US beauty company Procter & Gamble (P&G) is taking its most recently acquired license, Dolce & Gabanna, upscale with the launch of its new feminine fragrance The One. P&G, which will officially take over the fragrance license from Italy-based Euroitalia in June, is looking to position the Dolce & Gabbana franchise firmly in the premium segment. “This new fragrance has a luxury concept, we wanted to establish the brand in-store as a luxury brand”, says a P&G spokesperson.
This upscale concept is reflected in the packaging: a heavy glass, square bottle with a gold top, and a gold-colored outer carton. The fragrance features top notes of mandarin and peach that leads into a heart of jasmine and ends with a base of vanilla, amber and musk. The women’s EdP will be accompanied by a shower gel, perfumed body lotion and deodorant spray.
The One will be supported by a press-advertising campaign, but the company underlined that there will also be heavy point-of-sale investment. The range will begin to roll out in the fall and will be priced higher than the brand’s other lines.
P&G also revealed that a new men’s fragrance from Dolce & Gabbana will hit shelves in spring 2007.