From WWD

Nicole Farhi Introduces Fragrance Duo.
By Brid Costello

LONDON — Nicole Farhi has turned her nose to fragrance for the first time.

The U.K.-based fashion designer will introduce Nicole Farhi Femme and Nicole Farhi Homme, the masterbrand, today. The scents hit the designer's own stores and Selfridges here already, in September.

Farhi already markets a wide range of branded products, including home items, as well as restaurants.

Fragrance is a new facet of Farhi's lifestyle orientation, explained Iain Noblett, marketing director of Fragrance Factory, a London-based manufacturer and distributor that produces the brand's fragrances.

"[She] wants people to be true to themselves in the clothes they wear and in their choice of fragrance," he said. "[She wanted a] fragrance that can be drawn into her lifestyle without jarring."

Farhi certainly didn't let creating signature juices alter her habits. A longtime fan of men's scents, she now wears Nicole Farhi Homme. However, that doesn't make her plans for fragrances any less feminine.

"I want to extend the sensual world as much as I can," she said, adding plans include body products and scented candles.

Farhi created her fragrances' heavy glass bottles, which are sculpted to resemble organic forms. The women's is vertical, while the men's is horizontal. Both of their juices were concocted by Azzi Glasser, of CPL Fragrances.


Nicole Farhi for Women.

Nicole Farhi Femme comprises notes of neroli, petitgrain, rock rose, ylang-ylang, tuberose bud dark chocolate, pink pepper and hot amber oils.

Nicole Farhi Homme has notes of tea tree, lime, armoise, white pepper, birch leaf, snow bark, white musk and fresh patchouli.

The women's eau de parfum is available as 30-, 50- and 100-ml. sprays that retail for 29 pounds, 39 pounds and 60 pounds, respectively, or $51, $69 and $106 at current exchange.

The men's eau de toilette comes as 30-, 50- and 100-ml. sprays, which sell for 25 pounds, 35 pounds and 45 pounds, respectively, or $44, $62 and $80.

Industry sources estimate the duo could generate 10 million pounds, or $17.7 million, at wholesale in its first year.

An advertising campaign, featuring the fragrances against a backdrop of cascading water, was created by Baron & Baron. It will bow in fashion magazines as single- and double-page spreads featuring the scents either individually or together. Sampling includes scent seals.

The scents will be introduced in U.K. travel retail and in France this fall. They are to be launched this month in Russia, and in Italy and the United Arab Emirates in spring 2006.