WWD.com

PARIS — Giorgio Armani Parfums is glamming up its Emporio Armani fragrance franchise.

The Italian fashion powerhouse and its beauty license holder, L'Oréal, will introduce Emporio Armani City Glam, a masterbrand, starting later this month.



The duo is the latest iteration of the Emporio Armani "get together" fragrance concept, focusing on men and women forming relationships. The line kicked off in 1998, with the introduction of Classic. A more casual, dressed-down version, dubbed White, bowed in 2001; while a pair with a sexier positioning, called Night, hit shelves in 2003.

City Glam, as its name suggests, is the most glamorous urban rendering of the Emporio story.

"We've gone from less is more to too much is even better," quipped Renaud de Lesquen, international general manager of Giorgio Armani Parfums & Cosmetiques.

Indeed, the duo has more flash than its predecessors, sporting shiny outer packaging and metallic lettering on the bottles, which are pink for the women's scent and black for the men's. The idea was to mimic changes in Emporio Armani fashion.

"Emporio is the trendy label within the Armani world," said de Lesquen. "It's about the fashion of the moment and how [Mr. Armani] wants to see women and men dressed in a fashionable and urban way."

"[The City Glam] couple is the typical urban couple of today," said Nathalie Duran-Thienot, international marketing director at Giorgio Armani Parfums. "The brand is more physical, it's about sensations. The sensation of the city is important in the 'get together' concept, since in the city it is hard to get together."

De Lesquen said that if the fragrance were linked to a time of day, it would be after work, when people meet in bars for happy hour.

And the masterbrand's advertising is meant to channel that phenomenon. Directed by Fabian Baron of Baron and Baron, television spots show numerous images of couples dancing energetically together. A campaign with a similar theme was also shot for the Classic Emporio scents. It, too, features couples dancing together.

"Strategically, our objective is to launch a new modern Emporio and be successful but also to come back to the essence of Emporio fragrances — to have people rediscover Classic," explained de Lesquen, noting the original duo generates 50 percent of Emporio Armani's fragrance sales.

Television will be the main thrust for City Glam, but single-page print ads will also support the launch. So, too, will samples, which are to include 1.5-ml. vials.

L'Oréal executives refused to divulge sales forecasts, but industry sources estimate the masterbrand could make $40 million in wholesale volume in its first 12 months.

City Glam's juices were concocted by Annick Menardo of Firmenich. City Glam for her is a chypre eau de parfum, with top notes of blackcurrant, mirabelle plum and coriander. At it heart are notes of Bulgarian rose; while Indian patchouli, crystal moss and white musk notes are at its base.

City Glam for him is a fresh woody eau de toilette with top notes of bitter orange from Tunisia and peppermint from Brazil. Ginger and galanga from China are at its heart, while its drydown comprises vetiver from the Reunion island, white musk and crystal moss notes.

City Glam for her will be available as 30-, 50- and 100-ml. sprays that will be priced in France at 41 euros, 61.50 euros and 84.50 euros, respectively, or $49, $73 and $101 at current exchange.

City Glam for him will also be available in 30-, 50- and 100-ml. flacons, which will go for 36.50 euros, 50 euros and 68.50 euros, respectively, or $43.50, $60 and $82.

Spain will get City Glam starting at the end of this month; the U.K., in August, and France, Italy and Germany, in September. Asia will get the scents in spring 2006. The U.S. has not yet confirmed launch plans.