The scents will be distributed in the mass-market segment alongside other Coty brands like Adidas and Playboy. Bernd Beetz CEO of Coty, Inc said that the company foresaw a high aspirational factor play out especially among teeneagers who are influenced by "the crazy popularity of the casting shows" and in particular of, “America’s Next Top Model.”..
He added, We know how to do fragrances,” “and we know how to tap into the zeitgeist."
Elite World CEO, Cristian D'Ippolito and Vick Mihaci, President Elite Models said,
"Elite is not just a modeling agency. Our vision is to capture the spirit of today's women and that is why we believe this partnership is the perfect union. Coty has a remarkable reputation of understanding women and developing fragrances women find desirable and glamorous, "We believe that our effective business model will complement Coty's immense expertise in fragrance."
While the Playboy franchise has proven unexpectedly popular with girls, Coty stress that the Elite one will be more about fashion and less about seduction. Each perfume is associated with a city whose fashion pulse is beating high.
Paris Baby is a sparkling floral with top notes of apple, freesia and Bellini accord; a heart of osmanthus, jasmine and orange blossom, and a drydown of musk, vanilla, patchouli and sandalwood.
London Queen opens with notes of mandarin, bergamot and raspberry; leads to a heart of plum, jasmine and exotic tiare tahiti, and has a drydown of warm vanilla, benzoin and musk.
New York Muse opens with lotus flower, gardenia leaves and blood orange notes; has a heart of red peony, creamy violet and exotic velvet orchid, and a drydown of black vanilla, patchouli and sensual musks.
Rio Glam Girl opens with vibrant açaí berry and juicy starfruit; has a heart of princess peony, jasmine and violet flower, and a drydown of sandalwood and palisander wood.
In Europe, a 50-ml. scent will retail for between 8 and 12 euros, or $10.55 and $15.82, U.S. pricing is to be determined.
The fragrances will be launched in Europe first in January-February 2012 and in the US in March 2011.
Via WWD, PR Newswire