Wednesday, August 3, 2011

Bottega Veneta Eau de Parfum: new fragrance, shiny new ad campaign

Bottega Venetta, a luxe brand with minimal exposure to the world of beauty addicts, has braved the elements and launched its first fragrance: Bottega Veneta Eau de Parfum. The concept? The usual: bringing in a new customer to the brand.

“Fragrances are generally brought to market to introduce the brand to a younger less affluent brand with the hope that someday they’ll be a brand enthusiast for other more profitable Bottega products,” Mr. Ramey said. [source]
Bottega Veneta’s namesake fragrance, created in a partnership with Coty, will be available globally in November. The fragrance was envisioned by Bottega Veneta creative director Tomas Maier, who "wanted to capture the sun and warmth of a Venetian countryside house and its library full of leather books", according to the brand. (Sounds good!)

The advertising campaign focuses on a video commercial, featuring model Nine D’Urso (daughter of Inès de la Fressange and Italian businessman & art dealer Luigi d’Urso) on the beach. The bottle contains the brand’s signature weave pattern with a smooth outside and intrecciato bottom.
“Video is a great way to create a compelling emotion for a new product,” said Chris Ramey, founder of Affluent Insights, Miami, who stresses it's not advisable to go on for too long.

Prices for the Bottega Veneta Eau de Parfum range from $65 for 1 oz./30ml to $475 for the 60 oz. (!) bottle. Ancillary products are available as well: shower gel for $40, body lotion for $50, body cream for $95.
The Bottega Veneto fragrance will be sold exclusively in Bergdorf Goodman and Neiman Marcus starting in September. It will then be available at all specialty stores beginning in November 2011.

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