It was interesting to read the various opinions on Bvlgari as a fragrance house in the comments to Kevin’s article about their Aqva line for men. I think of Bvlgari as one of the better mainstream brands. No, the fragrances aren’t all wildly innovative, but to my nose, they’re all (ok, mostly) so nicely done. A perfect example: Bvlgari Pour Femme.
Bvlgari launched Pour Femme in 1994. It was the line’s second fragrance, following Eau Parfumee au Thé Vert, and it was originally known just as “Bvlgari”. They introduced it slowly in the United States, restricting it initially to about 40 stores, and I can’t resist quoting this oh-if-you-only-knew statement from a Chanel representative (a Chanel subsidiary was in charge of the US distribution):
We think that things are becoming a little too fast, easy and gimmicky in the fragrance business. Perhaps the best way to cut through the clutter is to be more quiet and tasteful about a launch. (via Women’s Wear Daily, 6/17/1994)
We’ll leave aside consideration of how well a “quiet and tasteful” launch would work in 2008…
