Brand Givenchy has announced the release of his new fragrance Ange ou Demon (Angel or Demon). The launch will take place in two stages. By September, the fragrance sales will cover only 30% of the market, where Givenchy presents its products, it's France, Belgium, the Netherlands, Great Britain, Greece, Russia, Kuwait, Mexico, Canada and the USA. Rest of the fragrance will hit almost a year later. "Before we used turn-based strategy, so it was with the spirits of Organza and Pi – says Alain Lorenzo (Alain Lorenzo) – We are going to invest a large sum of money with no risk to the brand. We plan to spend a bit more than running Very Irresistible . Two-step approach will Givenchy identify potential problems and avoid them before a global launch. Another interesting fact is that fragrance will debut in retail stores for travel earlier than in domestic markets.
French Aelia store will begin selling a line Ange ou Demon at airports as early as mid-August, a few days before presentation in the UK. Middle East (except for Kuwait), Ange ou Demon, will be renamed because the name was rejected by the religious authorities. The new name has not yet selected. The initial advertising campaign will take place in press and promotional stands, with the slogan "It's one knows." Face of the campaign was chosen as the 20-year-old French model Steis Mary (Mary Steiss), which appear in two images – the angelic and the demonic, in accordance with the double the name of flavor. "We will also invest money into advertising on television, but it will not happen in the first year of launch" – says Alain Lorenzo, who expects that Ange ou Demon enter the top five flavors of France and the top ten.
Line Ange ou Demon attract more mature and adult women than last fragrance Very Irresistible. Perfumers Olivier Crespo (Olivier Cresp) and Jean-Pierre Betuar (Jean-Pierre Bethouart) created oriental floral fragrance with fresh top notes of thyme, mandarin of Calabria and saffron. Music Heart is a mix of orchids, lilies and ylang-ylang. Rounding out the image of the base notes Tonka bean, vanilla, rosewood and oak bark. The aroma will be placed in a bottle that resembles a magic crystal which lights up from the neck to base and decorated with beads. Price 100 ml bottle at retail would be 95 euro