MILAN — A brand new perfume for ladies and its first one for males are marking Michael Kors’ new magnificence course in partnership with Italian producer EuroItalia.
Merely known as Michael Kors Pour Femme and Michael Kors Pour Homme, the 2 eaux de parfum will first launch in Italy in Might, earlier than steadily hitting worldwide retailer cabinets.
The scents will telegraph the model’s new course and elevation in magnificence with daring bottles outlined by a chain-link motif — a recurrent ingredient in Michael Kors’ style collections — and juices created to enchantment to a world viewers.
“They’re about energy and sensuality and class. The scents are each glamorous and really trendy with notes of patchouli, bergamot, sage, and naturally, jasmine. It couldn’t be a signature Michael Kors perfume with out jasmine,” the designer advised WWD.
“I needed to take all the pieces that we stand for at Michael Kors — glamour, luxurious, modernity, sensuality, confidence, journey, energy — and bottle it. This perfume is actually the essence of Michael Kors, the essence of fashion,” he added.
A behind-the-scenes second of Irina Shayk from the set of the Michael Kors advert marketing campaign.
Courtesy of EuroItalia
EuroItalia’s chairman Giovanni Sgariboldi underscored the 2 events labored to “assessment the olfactory creation venture with the purpose of elevating and enhancing the picture, in addition to distribution” of the model’s scents.
The Michael Kors license handed to EuroItalia after The Estée Lauder Cos. wound down its Aramis & Designer Fragrances division in 2021, as reported. With the transfer, the label joined fellow Capri Holdings model Versace in EuroItalia’s portfolio, which additionally contains Moschino, Dsquared2, Missoni and Brunello Cucinelli, along with Atkinsons 1799, Reporter, I Coloniali and Naj Oleari Magnificence.
“For us, it’s definitely an ideal added worth to have such a global model within the firm, with a unique imaginative and prescient from the labels we already handle,” mentioned Sgariboldi, who careworn it’s key to not have overlaps within the firm’s portfolio.
For the previous two years EuroItalia has ensured the continuity of the Michael Kors perfume enterprise by selecting three of its current perfumes — the Horny Amber scent relationship again to 2013, the Wonderlust perfume launched in 2016 and the Attractive one launched in 2021 — and dealing on enlarging their distribution, which up to now has at all times had the U.S. because the strongest market.
The Michael Kors Pour Femme perfume.
Courtesy of EuroItalia
Round 18 months within the making, the brand new edp for ladies options high notes of mandarin, pink peppercorn and black currant, a floral coronary heart of jasmine and rose blossoms and a woody base mixing musk and patchouli leaves with creamy vanilla.
The lads’s counterpart comes with a brisker, fragrant juice mixing bergamot, pink peppercorn and lavender on high; a sea wave accord, sage and geranium within the coronary heart; patchouli, vetiver and grey amber within the base.
Bottled in geometric flacons outlined by yellow gold and silver chain-link {hardware} and caps, respectively, each fragrances for ladies’s and males’s can be accessible in three sizes: 100-ml., 50-ml. and 30-ml. Scented bathe gels and physique lotions will flank the perfumes, with the boys’s providing additionally together with a deodorant stick.
The Michael Kors Pour Homme perfume.
Courtesy of EuroItalia
In Italy, the 100-ml. codecs will retail in selective perfumeries at 125 euros and 119 euros for the ladies’s and males’s fragrances, respectively. After the launch within the home market, EuroItalia will distribute the scents in Europe from June and within the U.S., South America and Australia beginning on the finish of August. Rollout in the remainder of the world will steadily comply with, together with within the duty-free channel.
“The distribution can be world inside 12 months from the launch,” mentioned Sgariboldi, who continues to be contemplating some unique offers for worldwide markets. The general objective is to succeed in 5,000 doorways worldwide within the first 12 months after launch. The chief additionally projected that the 2 fragrances would generate gross sales of round $31 million by the tip of 2024.
The U.S. continues to be thought of the nation the place the scents will carry out greatest, given the extent of brand name consciousness there for Michael Kors’ magnificence enterprise, however Sgariboldi additionally pointed to Canada, South America and Europe as markets the place he expects the edps to resonate.
Digital and conventional media investments, in addition to in-store activations, will assist the launch, including to a powerful promoting marketing campaign fronted by Irina Shayk and Jon Kortajarena, who will embody the jet-setters who’ve at all times been Kors’ muses.
Jon Kortajarena and Irina Shayk on the set of the advert marketing campaign for Michael Kors’ new fragrances.
Courtesy of EuroItalia
“This perfume was designed to provide the energy to tackle the world as we speak and dwell your life to the fullest, and nobody embodies that spirit greater than Irina and Jon,” mentioned Kors about tapping the 2 high fashions. “They’re at all times up for an journey, they’ve a magnetism to them that I believe everybody can really feel, they usually exude confidence in each state of affairs. That vitality and confidence is strictly what I need everybody to have after they’re carrying these fragrances.”
Photographed by Lachlan Bailey, within the photographs Shayk and Kortajarena seem on a personal yacht hugging one another or holding the flacons, with the Miami skyline at sundown at their backs. A brief video directed by Minka Farthing-Kohl will provide extra glimpses of their glamorous day and chemistry, additional constructing on the jet-set narrative within the metropolis.
“Irina and Jon have been electrical collectively on the set, and when the digicam stopped rolling they saved us all laughing,” recalled Kors of capturing the marketing campaign. “After which the setting — a personal yacht overlooking Miami — was the right match. I really like contradictions, so locations that provide the vitality and class of the town with the escape and sensuality of sea and solar are heaven.”
A behind-the-scenes second of Jon Kortajarena and Irina Shayk from the set of the Michael Kors advert marketing campaign.
Courtesy of EuroItalia
As reported, after Michael Kors’ large launch EuroItalia’s agenda for the 12 months will even see the introduction of a brand new perfume for Dsquared2, scheduled for early September. The Italian magnificence firm, which generated 690 million euros in gross sales in 2022, is estimated to have damaged a brand new income report final 12 months, rising greater than 24 p.c to surpass 857 million euros in gross sales.