Prada speaks to its customers with new fragrances
Prada has captured its ideal man and woman with two new "strong" scents.
The Italian brand is set to release La Femme Prada and L’Homme Prada next week (beg20Jun16), 13 years after signing a beauty license with fragrance business Puig. Chief brand officer of Puig, Jose Manuel Albesa, notes that the new products come after three strong years for Prada, which have seen sales for its fragrance offerings go up by double-digit numbers.
“We had a very different vision from Prada (Luna Rossa) Sport and Prada Candy," he said to WWD of the brand's former releases. "We thought it was time after those fragrances (and) two genderless collections to come back with a strong statement and a very classic, very Prada fragrance.
“It’s the whole brand itself speaking to a woman and a man, showing (who is) the Prada man and (who is) the Prada woman.”
By launching both men's and women's scents at the same time, Albesa believes it's in keeping with Prada's "classic, with an unexpected twist" approach. Fashionista Miuccia Prada doesn't focus on one gender at a time, and the businessman loves how her company breaks the rules with moves like this.
La Femme is described as a “hyper-sensual” floral juice based smell, with notes of vanilla and ylang-ylang. Prices range from $67 (£43) to $130 (£92).
Meanwhile, L’Homme boasts hints of iris, amber and geranium, coming in at $78 (£55) up to $120 (£85).
Attention was given to the bottles too and both hold the traditional Prada Milano logo, with Le Femme coming in white and gold with white leather and L'Homme presented in black and silver with black leather. However, the identical mirrors bring them together and as the bottles are symmetrical, when placed facing each other they form a full circle.
“When you combine both together, the whole bottle becomes one,” Albesa added.
The scents have big names fronting them too, with film stars Ansel Elgort and Dane DeHaan posing for L'Homme and Mia Goth and Mia Wasikowska will represent La Femme. Steven Meisel shot the campaign, which has yet to be unveiled.