Puig sets ambitious targets for new Nina Ricci fragrance

Kevin Rozario

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Ricci Ricci to become second global line in Nina Ricci portfolio with first travel-retail locations expected to be with Aelia and Hellenic Duty Free Shops

Barcelona-based Puig Group last night (June 16) unveiled the latest fragrance in the Nina Ricci stable, Ricci Ricci, plugging an age gap in the brand’s consumer profile.

The new Givaudan-created fragrance, described as a “fresh floral scent” and defined by an emblematic, over-sized metallic pink ribbon, is aimed at women aged 25 and over, and has been developed following the success of Nina in 2006, which successfully brought younger consumers, typically in the 15–25 age range, to the Nina Ricci franchise. Previously, Nina Ricci’s best-known fragrance was the classic L’Air du Temps, which dates back to the middle of the last century.

Nina Ricci brand director Margerie Barbès Petit said: “With Ricci Ricci we are aiming for top 10 positions in all our launch markets. We hope that, along with Nina, this fragrance will give us two worldwide pillars for the brand.” The launch will be from September to the end of October in Europe, the Middle East, Asia, Russia and Canada, with the launch in the Americas in 2010. In travel-retail, the company will focus on the French and Greek markets through Aelia and Hellenic Duty Free Shops from September, due to the strength of the Nina Ricci brand in these sectors.

Prices are as follows for travel retail: 80ml edp €67 ($93), 50ml edp €49 ($68), plus ancillary lines comprising a 200ml body lotion and shower gel, both €19 ($26), and a 150ml deodorant also at €19. These are at a 25% premium to Nina.

At present, Nina and L’Air du Temps share total Nina Ricci sales with a ratio of about 66:34, but the latter is available only in selected markets. In the year to date Nina is ranked fifth in sell-out in the French local market, and Puig hopes to repeat this success with Ricci Ricci, which will significantly alter the sales ratio.