Saturday, March 29, 2008

David Yurman: Jewels to Fragrance

Most of us know David Yurman by his fantastic rings and jewelry collections. He'd like us to know him for something else as well.

David and Sybil Yurman have created their first women's fragrance, described as a floral chypre, and set to launch in August. It will be sold in less than 300 specialty stores in the U.S.

The Yurmans founded the David Yurman Perfumery with the Clarins Group. Why did they want to venture into fragrance? Per David, "It's a way to touch more of the senses ... A good fragrance is like a wine - it lingers, and it can take your breath away."

Sybil adds, "Jewelry and scents are both about design. With jewelry you create art with colors of gemstones, with fragrance you do it with the notes."

The floral chypre is said to open with vibrant mandarin, fresh green petals and cassis, built around a core of peony, water lily, natural rose otto, patchouli, exotic woods and soft musk. There's a femininity to it but apparently like their jewelry it's a bit masculine and feminine they say. EDP's are set to be sold in two sizes - 1.7 oz for $120 and 2.5 oz for $165 as well as a 6.7 oz body cream for $80.

You'll notice the bottle is very "gemstone-like" having taken inspiration from some of Yurman's jewelry, and in particular the iconic Cable Collection as well as David's wedding band (the neck of the bottle).

Brad Horowitz, senior marketing VP for the Clarins Fragrance Group expects there will be upscale sampling to promote the fragrance. In discussion - black cord and silver bracelets infused with the scent, miniaturre pump sprays, and mini jars of body cream.

The advertising campaign, shot by Peter Lindbergh, will feature model Amber Valletta, who has been featured in many of Yurman's ad campaigns for the jewelry collections.

source/photos: wwd, bwgreyscale

1 comment:

  1. Skincare is one of the most important aspects of hygiene, in my opinion.


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