The Italian duo of Dolce & Gabbana are going the niche way: at least optically! Their new collection of scents, called Anthology, is dressed in simple, identical bottles, bearing names inspired by the Tarot card deck (now this is something we haven't seen before) and intended not to differentiate on age or gender prompting us to pick and choose according to taste.
The campaign will focus on supermodels of the 90s (apparently a very big trend lately): Naomi Campbell, Claudia Schiffer and Eva Herzigova, posing in the nude, shot by photographer Mario Testino, along with male models Fernando Fernandes, Noah Mills and Tyson Ballou.
The scents will be:
Le Bateleur 1 (fronted by Tyson Ballou) is an aromatic aquatic woody focusing on cedar and vetiver.
L'Imperatrice 3 (Naomi Campbell) is a fruity with notes of kiwi,watermelon, cyclamen, rose and musk.
L'Amoureux 6 (Noah Mills), is a spicy aromatic with bergamot, juniper, pink pepper, cardamom, birch, iris and musk.
La Roue de la Fortune (Eva Herzigova and Fernando Fernandes), is a floriental with tuberose, gardenia, jasmine, benzoin and patchouli.
La Lune 18 (Claudia Schiffer) is a leathery floral with lily, tuberose, santalwood, musk, iris and leather.
The Anthology collection of fragrances by Dolce & Gabbana will launch in September 2009.
I am waiting to see how these will play out in a market that is full of collection of scents. So who hasn't yet launched such a set of "niche" scents, at least preening out from the big names? Hmmm, Yves Saint Laurent...