Cinema takes starring role at YSL

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YSL's first feminine fragrance for three years to launch in Europe and North America in October

YSL Beauté has unveiled its first feminine fragrance for three years, Cinéma. The fragrance is designed to embody the classic values of YSL, reflecting the art of seduction, beauty and pleasure.

YSL Beauté director travel-retail worldwide Caroline Olive said the launch was "a key moment in the life of the company". She described Cinéma as a total contrast to YSL's last female fragrance launch, Nu, which she admitted had not enjoyed the success the supplier hoped for. "Nu was about modernity and breaching barriers," she explained. "Cinéma is different."
 
US domestic beauty store Saks Fifth Avenue will be the exclusive stockist of Cinéma for two weeks from September 15 before the fragrance is launched in travel-retail and domestic markets in Europe and North America on October 1. It will launch in central and south America by March 2005, with Australia and New Zealand following in April 2005. Its launch date in Asia has yet to be confirmed. "It's going to happen," said Olive, "but it has to fit in with our marketing strategy for 2005."

YSL has high ambitions for the fragrance and expects it to rank among the top 10 fragrances in European locations. It is set to match 50% of Opium's volume sales in its first year and equal Opium sales in its second year.

The Cinéma edp will retail at Eu124 ($153) for 0.5 fl.oz and the Natural Spray will be available for Eu51 ($62) for 3 fl.oz. It will also be accompanied by a shower gel and body lotion.

For more on Cinéma and YSL Beauté's strategy for 2005, look out for the September 15 issue of DFNI.