Beauty: Ferragamo Launching Mature Perfume Next Month

Iconic Italian label Salvatore Ferragamo is set to launch its mature Signorina Eleganza next month and sales are already predicted to total $60 million.

Ad Campaign Courtesy of Salvatore Ferragamo
Ad Campaign Courtesy of Salvatore Ferragamo

Emily Ramshaw’s story from FLARE‘s October issue (see: Family Affair) illustrates how the Ferragamo brand has not stopped evolving since its debut in 1927; and the announcement of its newest perfume, Signorina Eleganza, is no exception. Cultivated for a more mature clientele, Signorina Eleganza will be launching next month and is priced nearly 10 percent higher than its predecessor, Signorina.

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The perfume will be priced between $85-160.

Straying away from the 18 to 25 demographic, Ferragamo Parfums is looking to target women with more years and heftier pocketbooks. “We’re really looking at a woman 25 to 30 years old, who’s a little more mature and independent,” said Luciano Bertinelli, chief executive officer of Ferragamo Parfums.

With a top of pear and grapefruit, plus almonds and osmanthus absolute as heart notes, and a drydown that offers hints of white leather accord and heart of patchouli, this might just be at the top of our fragrance list this season. Unlike its younger—and rosy—sister, Eleganza is coloured beige; encased in a petite glass bottle, and topped with a two-toned grosgrain bow, Ferragamo is planning to launch the perfume in 12,000 stores internationally.

The advertising campaign (which stars Polish model Anja Rubik) was shot by Mario Sorrenti: a veteran photographer for the brand who has shot the likes of Daria Werbowy, Rihanna, Drake and Kate Moss. With over $60 million in sales already being predicted, we are less giddy about the campaign as we are Eleganza’s debut.

Want to learn more about Salvatore Ferragamo’s new fragrance, Signorina Eleganza? Visit flare.com/beauty on February 13, 2014 to peruse our seasonal fragrance guide.

 

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