The decision to axe Fendi Palazzo was announced on February the 10th 2009 by Women's Wear Daily. The perfume had benefited from glamorous advertising shot by Karl Lagerfeld, a bottle design to be remembered with its Mod representation of the Fendi Palazzo and was part of a new generation of fragrances said to be closely supervised by François Demachy who insisted that under his tenure his team would offer better quality control...
Why this early retirement? It does not always happen this way, but a good reason why, I realized, this perfume will be disappearing from your shelves is that it simply did not try hard enough to have a personality of its own. It turns out to be a barely-disguised xerox-copy of Ange et Démon by Givenchy. It gets even more Kafkaian when you know that both Fendi and Givenchy are owned by the LVMH luxury group. You suddenly think of all the red tape that fragrances have to go through.
Consider now the hidden irony of the tag line: "L'esprit Fendi dans une nouvelle eau de toilette."/"The spirit of Fendi in a new Eau de Toilette." More like, the spirit of LVMH.
What were the comments back in February 09 to explain the discontinuation?
Gabriella Scarpa, country general manager for LVMH Perfumes and Cosmetics in Italy said that the sales "while encouraging, didn't meet expectations" in 2008.
"Palazzo was Fendi's first major fragrance launch in collaboration with the company's distribution partner, Christian Dior Perfumes and Cosmetics. Unveiled at a major press event in Rome in summer 2007, Palazzo was Fendi's first scent to be introduced since the mid-Eighties. Its rectangular bottle with a graphic black sketch of a building was meant to resemble Fendi's headquarters. Karl Lagerfeld shot images for Palazzo's ad and also for a storybook, called "Palazzo," to accompany the scent's launch."If only more attention and ideas had been devoted to the perfume itself, it might have made more sense. What a waste. But in this case apparently all the money went to construct the images of the perfume rather than to the composition itself. And with the money gone elsewhere all the creativity was siphoned out of the Palazzo-perfume project. The bottle though, I think, will be remembered and as long as Ange et Démon thrives you won't miss it.