Italian luxury shoemaker Salvatore Ferragamo will have a global launch in September 2010 of a new women's perfume titled Attimo (Moment). Details about the composition are still kept under wraps although it was already introduced to a professional audience at Cosmoprof Bologna 2010.
It is not overly helpful to hear for example that the perfume is meant for a woman of timeless elegance, but this might indicate that the fragrance is not going to be too much oriented in the direction of a flirty, pink bonbon fragrance...
The advertising by Craig McDean shows model Dree Hemingway on a bed wearing Ferragamo red shoes and opening a box of perfume. She is the great-grand-daughter of Ernest Hemingway and the daughter of Mariel Hemingway, a fact which is always underlined when attention is cast upon her. Trying to refine my classification of celebrity and celebrity-fronted fragrances, I have to consider the category "heritage celebrity."
Dree Hemingway turns out to be a hot commodity in the fragrance world this year. Designer Paco Rabanne also announced that she will be playing in the TV ad for their feminine companion scent to bestselling 1 Million to appear this summer. However, she is not the official face of the fragrance. Her link to writer Ernest Hemingway was also underscored.
Doubtless, it contributes to the prestige capital that most perfumes crave and need in order to stand out from the crowd and is a positive factor for the brand in being potentially able to attract more publicity and become more memorable. The risk of confusion seems to have been dealt with by settling on a two-tiered advertising concept.
Via dailyluxury.it; elle.it; wwd