Fendi will introduce a new pillar women's perfume from September 2013 called in Italian L'Acquarossa, "Red Water" literally. Actress Chiara Mastroianni is the face for the fragrance.
Red in perfume is definitely a renewed trend at this point in time with Olivier Durbano having set the wave in motion with Heliotrope last year, we'd have to guess...
There have been red perfumes around for a while but with this trend, what you're seeing are ruby red juices inside transparent bottles, or perfumes with a particularly strong red identity. It's very bold, very frank and unapologetically red.
In 2013, the intensely cranberry red juice was seen in the likes of Serge Lutens La Fille de Berlin or Prada No.14 Rossetto; Serge Lutens did a Chypre Rouge back then in 2006, but its juice was not so statement red.
There was also a French niche perfume who offered a new red blood perfume, but the name escapes us right now - very confidential and new. M. Micallef did a study in red as well with Rouge No.1 and No.2. Polo opted for red because it wanted to convey sensuality and energy.
Chiara Mastroianni and Sylvia Fendi
Composition is co-signed by triumvirat of perfumers Delphine Lebeau, Benoît Lapouza and Francois Demachy. The eau de toilette has notes of Sicilian Mandarin, Calabrian Bergamot, Dried Plum / Orange Blossom, Rose, Magnolia, red and golden Lantanas / Musk, Red Cedar, Indonesian Patchouli.
Jean-Baptiste Mondino shot the advertising campaign with Chiara Mastroianni on the backdrop of multisecular Rome. She was chosen to embody a Fendi woman whose roots are planted in the soil of the Eternal City: she is feminine, sensual and proud.