Puig empowers consumers with new Ricci Ricci scent - 18/06/09
Published: 18/06/09
Source: ©The Moodie Report
By Rebecca Mann
FRANCE. In Paris on Tuesday, the Puig group unveiled the new feminine fragrance from the house of Nina Ricci. Ricci Ricci will make its debut in France at the end of August, before beginning its international roll-out in September.
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Nina Ricci Brand Director Margerie Barbès Petit opens the dramatic Ricci Ricci launch presentation
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The international media discovered the fragrance at the Nina Ricci showroom, which had been transformed into a mirrored, neon-lit labyrinth especially for the occasion. The sensorial element of the launch continued into the evening, with an exclusive dinner at the renowned Alain Ducasse Ecole de Cuisine.
“This is a significant and important moment for the brand,” declared Nina Ricci Brand Director Margerie Barbès Petit, as she introduced the launch event.
“This amazing décor – the work of Alexandre de Betak – has been created to celebrate our new feminine perfume, and it is the perfect way for us to bring you into a new story, a new dream.
“This new fragrance is an important step for Nina Ricci; it is rooted in the brand values of luxury and sophistication, but it also opens a new chapter, full of glamour and audacity.”
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Assorted international media sample the Ricci Ricci fragrance in the mirrored, neon launch labyrinth
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Ricci Ricci comes three years after the launch of
Nina, described by Petit as a big success worldwide. “The latest sell-out figures show that Nina ranks number five year-to-date in France, which is a fantastic result for a fragrance that was introduced in 2006,” she noted. “We are expecting the same success with the new one.”
Petit emphasised that Ricci Ricci aims to express a new facet of femininity for the brand, quite different from the positioning of the house’s other flagship fragrances, L’Air du Temps and Nina.
“Ricci Ricci is going to take us somewhere else,” she promised. “The Ricci Ricci woman is sure of her powers of seduction. She is a sophisticated “urban heroine”. She has a secret power that comes from her perfume, which is symbolised by a ribbon.”
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The sensorial launch experience continued with a gourmand dining experience at the Alain Ducasse Ecole de Cuisine
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This pink ribbon motif is echoed on both fragrance packaging and advertising. An oversized metallic ribbon design adorns the neck and cap of the flacon, and also appears on the outer carton.
“Symbols are very important for Nina Ricci,” acknowledged Petit. “Think of the doves for L’Air du Temps, and the apple for Nina. This time, we have chosen a ribbon. It’s an ideal link between the worlds of fashion and fragrance.”
The Ricci Ricci juice was jointly created by Givaudan’s Aurélien Guichard and Jacques Hiclier. “The whole concept and construction of the fragrance is based on a duality between tradition and modernity,” Guichard explained.
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Puig Travel Retail's Rebecca Benhayon and The Moodie Report's Rebecca Mann enjoy a little light refreshment
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The result is a fresh, floral sensual fragrance. The top notes include bergamot and rhubarb zest, leading to a floral heart of rose and tuberose, atop a base of patchouli and sandalwood.
The central ingredient is belle de nuit, an unusual flower that opens at around 4pm and remains in bloom throughout the night.
“Using these flowers allowed us to create a huge trail with this fragrance,” noted Guichard. “We worked very hard to produce this diffusion element, for which you also need top quality ingredients, which Nina Ricci gave us the freedom to use.”
Petit concluded: “We are very proud of this new and original scent. It was important for us to have accessibility, because we know that we have only a few seconds to convince consumers at the point of sale.
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The chefs prepare a sublime selection of savoury and sweet treats to complement the Ricci Ricci fragrance launch
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“But it was also key to have a great signature, which offers something different compared with what already exists on the market…With Ricci Ricci we believe we are going to reach new customers.”
The Ricci Ricci launch will be supported by both print and TV advertising campaigns, which encapsulate the concept of the urban heroine. Both feature an agile, feline, black-clad model, who beautifies the world around her with a ribbon of scent.
The travel retail product portfolio comprises 50ml and 80ml edp sprays, a 200ml body lotion, a 200ml shower gel and a 150ml deo. The price positioning – described as “middle-range” – is around +25% compared with Nina, which is an edt offering and considered to be an entry level line.
The travel retail price points range from €19 for each of the body products, to €49 and €67 for the respective edps.
BUILDING THE FUTURE ON THE FOUNDATIONS OF THE PAST
Nina Ricci is a brand that understands the importance of the past, in terms of building for the future. The living proof of this is Augustin de Montalivet, whose role as Puig Prestige Beauté Head of Nina Ricci Heritage is quite simply to safeguard the history of the brand.
"This new fragrance is an important step for Nina Ricci; it is rooted in the brand values of luxury and sophistication, but it also opens a new chapter, full of glamour and audacity." |
Nina Ricci Brand Director Margerie Barbès Petit |
“I try to preserve the memories,” he confirmed. “It is so important for the people who work on the brand, to know a little about its history. When I joined Nina Ricci, about 30 years ago, this was easy, because people stayed at the company for many years. Now times have changed and people move more within the group, so it’s harder for them to grasp the spirit of the brand.”
De Montalivet acknowledged the rich and extensive history of the brand. “We are lucky to have such a long and interesting history to preserve,” he explained. “My job is to collect papers, photos and products that are part of this history, and to make them accessible to everybody.”
He continued: “That way, people can find and obtain ideas of what Nina Ricci is. Not to copy it, but just to know. Knowing about the past is vital if you want to build the future in the same direction.
“For example, L’Air du Temps is more than 60 years old. A new product manager would need to know about the types of bottles and advertising that have been done before, and what the story is to date.
“I can show him that. This sort of thing is absolutely essential, in order to preserve and nurture the roots of a brand.”
Moreover, in tough economic times, consumers needs brands they can trust – and a brand with longevity is likely to fare well, according to de Montalivet.
“People are a bit fed up with brand names which mean nothing,” he declared. “The fact that a brand has existed for a long time means something to consumers. In turn they believe in its integrity. Quality and trust are so important in times of crisis.”
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