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Marketing In Brief

This article was originally published in The Rose Sheet

Executive Summary

Bulgari: Omnia Crystalline fragrance is a floral take on the original scent, positioned to appeal to a "spontaneous and determined woman whose beauty is enhanced by a discreet sensuality," company says. Eau de toilette opens to notes of bamboo and nashi, an Asiatic fruit, which blend to a heart of lotus flower. Drydown features a balsa wood accord. Omnia Crystalline will retail in 40mL and 65mL sizes for $57 and $67, respectively. Ancillaries include bath and shower gel ($36) and body lotion ($38). Targeted to women 20-30 years old, scent will launch exclusively in Nordstrom in July before rolling out to 250 department and specialty store doors including Neiman Marcus, Bloomingdale's, Saks, Marshall Field's and Sephora. Omnia Crystalline is expected to generate first-year sales of $5 mil., according to industry sources. Omnia eau de parfum bowed in 2003 as the company's first Oriental scent, positioned to women ages 29-35 (1"The Rose Sheet" May 19, 2003, p. 10)...
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