Every Nina Ricci fragrance begins with a story. Much like how an author creates a character and back story when sitting down to start a new book, the brand and marketing teams at the French fragrance company meet in an airy meeting room and start by describing the star of a new scent: the heroine. Who is she? Where does she live? What happens to her in a typical day? They outline her life, her passions, her lifestyle. “The stronger the initial story, the better the results,” says Margerie Barbes-Petit, brand director in Paris. She says the global success of the Nina franchise is due to the power of the modern day fairy tale as told in the ad campaign. “We really do spend a lot of time working on the story we want to tell.”
For spring 2011, Nina Ricci is taking us to the streets of Paris to experience the quintessentially French lifestyle of a fashionable young woman. She lives in a 19th century downtown apartment, drives around in a sleek black convertible and knows Paris like the back of her hand – from the bookstores of Saint-Germain-des-Pres to its legendary cafes.
To capture this character’s charm, perfumers Louise Turner and Michel Girard tapped the vibrant smoothness of magnolia, carefully building a luminous, floral bouquet of freesia, honeysuckle, Bulgarian rose, jasmine sambac and patchouli. It’s categorized as a luminous floral. The eau de parfum retails for $110 for the 80 ml and $80 for the 50 ml. The body lotion is priced at $52 and the shower gel at $48. The collection debuts this month at The Bay and Shoppers Drug Mart.
by Dave Lackie