Ferragamo chooses Japan for third Incanto launch
Italian fragrance house Ferragamo is to launch a third instalment of its successful Incanto fragrance franchise. Incanto Shine will launch exclusively in Japan in January 2007 to “maximise sales in the region,” according to md perfumes Luciano Bertinelli. A worldwide launch is slated for March 2007.
Italian fragrance house Ferragamo is to launch a third instalment of its successful Incanto fragrance franchise. Incanto Shine will launch exclusively in Japan in January 2007 to “maximise sales in the region,” according to md perfumes Luciano Bertinelli. A worldwide launch is slated for March 2007.
The Incanto collection has traditionally been linked to the brand's fashion lines but this year the launch has moved away from this to concentrate on colours instead. The packaging of the scent features passion flowers and a dragonfly, considered a lucky symbol in Japan.
The Japanese market is the most important for the fragrance brand, according to Bertinelli, with 600,00 skus of Incanto Charms, the previous Incanto fragrance, selling out in the country. The success of the franchise as well as the launch of a new women’s scent, F by Ferragamo, has helped boost sales. Additional launches including a new men’s fragrance are also slated for 2007/2008.
“We will reach the end of this year with our expectations met,” said Bertinelli. “We continue to see double-digit growth every year and will close the year up 30 - 32%”