DKNY has unveiled the debut travel retail exclusive fragrance line called Love From New York. The global roll-out will begin in July. The collection features one fragrance for women, and one for men.
“The DKNY brand was born in the heart of New York in 1989, as a diffusion line of the initial Donna Karan,” explained Aramis and Designer Fragrances Regional Marketing Manager Europe, Middle East and Africa Louise Marchesin, as she set the scene for the fragrance reveal. “The fashion is known for being chic and casual, as are all the fragrances under the DKNY brand. This latest introduction is no exception.”
As its name suggests, the Love From New York DKNY concept revolves around the iconic backdrop of New York City.
“New York is as much a state of mind as it is a destination,” noted Marchesin. “This fragrance aims to encapsulate all the little moments you can’t forget, such as walking hand-in-hand in Central Park, or a late-night ferry ride across the Hudson. It’s all about falling in love in, and with, New York, whether you live there or are just passing through.”
The key advertising visual for Love From New York DKNY features the iconic Empire State Building in the background
The feminine juice, an edp, opens on floral notes of water lily and freesia, offset by a citrus twist of mandarin and blackcurrant. The heart features magnolia, white lily and violet leaves. The dry down is a Sensual Skin Accord, paired with blonde woods and apricot.
The masculine eau de toilette unfolds on citrus notes of pomelo, clementine and bergamot, followed by cardamom and violet leaves. The heart combines cilantro, geranium, water lily and white iris, atop a base of black suede, patchouli, driftwood and sandalwood.
"Love From New York DKNY represents a significant investment for us within the travel retail channel, and we want to make it really big all around the world." The packaging is an integral part of the Love From New York DKNY concept. The matching rectangular bottles each sport a silver cylinder cap engraved with a Statue of Liberty stamp. “Love From New York” is printed in handwritten-style script across each flacon.
The bottles are differentiated by the colour of the juice within: pink for the feminine fragrance and blue for the masculine. A corresponding splash of pink or blue adorns each outer carton, which also features a collage of black and white snapshots of famous New York city landmarks. The back of the box was inspired by a postcard, complete with postage mark and blank “To” and “From” sections.
The main advertising visual features a glamorous couple in a passionate clinch, with the Empire State Building in the background.
“The concept is fantastically rounded and incorporates so many fun, yet coherent little details which all fit together perfectly.”
The fragrances – which will be exclusive to travel retail for 12 months – go on-counter in July, with the main promotional push scheduled for July-August.
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