Moschino is shooting an arrow straight at our feminine hearts with its latest women’s fragrance, Pink Bouquet.
Launching in Europe this June and in the U.S. and other regions in 2013, the new scent caters to young women with a weakness for fruity, floral elixirs and heart-shaped packaging.
“It’s for all women who think, love, and live ‘in pink,’” Giovanni Sgariboldi, president of Moschino licensee Euroitalia, tells WWD.
Indeed, it will be hard not to be tempted by the perfume’s blend of bergamot essence, pineapple sorbet, and raspberry pulp top notes; a heart of jasmine, pink lily of the valley, violet, and peony petals; and a drydown of peach, cosmone moss, and gingerbread.
“One characteristic of our fragrances is the reference to a woman with a strong personality, sparkling and decisive,” explains Moschino creative director Rossella Jardini. “I believe the freshness of this fragrance and its elegance are classic elements of the Moschino world.”
Presentation was also key, with the scent packaged in the signature Moschino heart-shaped bottle, this time tinted in pink and kept in a matching box studded with rhinestones.
For the scent’s campaign and TV commercial, shot in Villa Erba near Lake Como, the label cast American model Kendra Spears because, like Pink Bouquet, she’s “bubbly but sweet and romantic at the same time,” says Jardini.
When Pink Bouquet at last hits American shores next year, it will retail for $41 (1-oz.), $56 (1.70-oz.), and $72 (3.4-oz.), while a bath line featuring perfumed deodorant spray, bath gel, and body lotion will fall in the $30 range.