Very Hollywood Michael Kors fragrance campaign – Carmen Kass, Photo: Mario Testino
Michael Kors’ success on the small screen with “Project Runway” has fueled an even more lofty goal: a fragrance franchise inspired by Tinseltown’s movie heritage.
“Hollywood glamour is the ultimate escape,” said the designer during an interview at his Manhattan showroom Tuesday. “It is an emotional pull, no matter what your age — which gave us the idea for this fragrance. Everyone needs a little escape these days.”
The scent, dubbed Very Hollywood Michael Kors, is slated to be launched in September and is the third primary fragrance franchise for Kors.
As for Very Hollywood, “this is the indulgence. This is the gold dress!” But, he hastens to add, it’s not necessarily a nighttime fragrance. “It’s more of a mood,” he said. “This is definitely not the customer’s sporty moment.”
Very Hollywood, concocted by Kors and the Estée Lauder Cos. Inc.’s Evelyn Lauder and Trudi Loren in cooperation with International Flavors & Fragrances, is a sophisticated floral. Top notes are of mandarin and iced bergamot; the heart is of wet jasmine, ylang-ylang, raspberry and gardenia, and the drydown is of Italian orris, creamy amber, soft white moss and vetiver. “This is the most glamorous, indulgent scent we’ve ever done,” said Kors, adding that he thinks the sunny Southern California landscape adds optimism to the mix.
The bottle is glass molded to suggest the flashbulbs of Fifties and Sixties photography. Outer packaging is a rich coral with a shagreen texture and a gold border; the Very Hollywood moniker (in a font inspired by the Beverly Hills Hotel) is also in gold. “I want women to have that boudoir moment,” he said. “The texture of the packaging, the bottle — they’re all very opulent and glam, with an architectural edge.”
Print and TV advertising are planned for Very Hollywood, both featuring models Carmen Kass and Noah Mills and with creative direction by Mario Testino. “Carmen has been my muse for quite some time,” said Kors. “She’s such a chameleon — we can shoot her in a guy’s T-shirt or dripping in Fred Leighton jewels, and she looks fantastic in both.” The print campaign is expected to break in October fashion, beauty, lifestyle and entertainment magazines. One version, a multipage concept for entertainment magazines only, is intended to look like a tabloid section, while fashion, beauty and lifestyle books will get more traditional single- and double-page spreads (some scented) featuring the couple. Sampling vehicles include scented ribbons with gold-toned, charm-sized replicas of the fragrance bottle, in addition to the traditional vials on card and scented strips. Upward of 60 million scented impressions are being targeted.
TV plans are still being determined, although the expectation is that the bulk of the ads will run in November and December for holiday sales.
Californian optimism and a fifties look characterises the floral fragrance featuring notes of mandarin, bergamot, jasmine, ylang-ylang and gardenia, with creamy amber and vetiver.
Michael Kors Very Hollywood will be available in 30, 50 and 100 ml Eau de Parfum and 30 ml Parfum; the bottle is meant to evoke old-fashioned flashbulbs. There will also be a ballpoint pen with scented ink, a cocktail ring with solid perfume, and a matching body lotion.