The Moodie Report

Ferragamo Parfums unveils a new fragrant F - 13/06/06
By Rebecca Mann

ITALY. Ferragamo Parfums has unveiled a new women’s fragrance, called F by Ferragamo. It is said to encapsulate the company’s vision of modern sophistication, elegance – and “the youthful Ferragamo spirit”.

The new signature scent is described as rich, voluptuous and ultra-feminine. The juice was created by Quest’s Francis Kurkdjian.

The fragrance is constructed around natural floral ingredients, spearheaded by jasmine, rose and orange flower.

The eye-catching flacon sports a colour-scheme of white, red and black, and features several elements designed to reference Ferragamo’s famous footwear heritage.

For example, the flacon itself is curved, supposedly to echo the shape of a woman’s leg, while the cap recalls Ferragamo’s famous wedge heel. The outer carton sports a new, signature red logo.

The F by Ferragamo product line-up comprises 30ml, 50ml and 90ml edp sprays, plus a 200ml Fascinating Body Lotion and 200ml Fabulous Bath and Shower Gel.

The provocative ad campaign aims to emphasise the relationship between a woman, her shoes and her fragrance. For the first time, in addition to print, Ferragamo Parfums will use TV advertising too.

Three distinctive ads each highlight a different message: For F Fascinating; F for Fetish and F for Fabulous. The TV spot begins with a close-up of a Ferragamo stiletto, worn by a naked model, leading to the discovery of the F by Ferragamo fragrance.

It seems they approached the name the same way tom ford did for M7, as M might be man, masceulian, male, mystrous,..