PARIS — La Perla is launching again into magnificence, with a variety of fragrances, physique care and make-up that nods to the Italian innerwear home’s heritage.
The transfer comes after it was introduced in October 2019 that La Perla Fashion Holding N.V., which operates the posh lingerie label La Perla, had established a subsidiary devoted to the sweetness enterprise. Called La Perla Beauty, it might leverage the chance to interact with a broader viewers, together with youthful customers.
In summer season 2020, Revlon and La Perla ended their perfume and sweetness licensing settlement, as La Perla deliberate to combine that exercise extra vertically.
“Now is a improbable time to launch. The market is in search of one thing new and modern,” mentioned Peter Shaefer, chief government officer of La Perla Beauty. “Also, it displays a serious shift inside the mom model itself, because it turns into extra up to date and [reaches] out to a larger viewers.”
He mentioned La Perla Beauty, which operates as a separate subsidiary, has an in depth collaborative relationship with the style home.
Limited-edition La Perla magnificence tasks have already been launched over the previous 12 months — a perfume, impressed by the home’s first scent from 1986, and a lipstick collaboration with La Bouche Rouge Paris.
However, La Perla’s magnificence provide is being utterly renewed now with the introduction of a high-end fragrance line, signature scent, skincare and make-up assortment.
“We needed to create a ‘home of magnificence’ — we name it internally — that’s worthy of the La Perla artisanal heritage and unmatched craftsmanship,” mentioned Stephanie Fitzgerald, La Perla’s senior vice chairman model, product and digital, who traveled to Bologna, Italy, the place La Perla was based in 1954 by corsetry maker Ada Masotti, to tour the workshop and delve into the archives.
Fitzgerald defined the top quality of the perfume and sweetness merchandise is to replicate the values of girls as we speak.
The aim is to create on a regular basis luxurious for all girls, as properly, in keeping with Shaefer. So the sweetness provide consists of an “haute parfumerie” assortment of eight fragrances. Fitzgerald defined that they’re meant to replicate reminiscences, or girls could make reminiscences with them.
“It’s just like the lingerie — [they’re] fragrances for the large and small moments in your life,” she mentioned, of the scents with names like That Night and Just Give Me Roses, created with perfumers from Firmenich, Givaudan, IFF and CPL.
Take the instance of the Invisible Touch perfume. “It’s actually an expression of the silk heritage, the way it feels to put on La Perla,” mentioned Fitzgerald, of the scent together with notes of ylang-ylang and musks, which may be worn alone or layered with the opposite perfumes of the gathering.
The scents’ colourful bottles, designed by Suzanne Dalton, are in hues similar to gentle inexperienced or pink, coming with rounded caps in yellow or azure blue, respectively.
The eponymous fragrance’s bottle is hand-drawn by Dalton, so not completely spherical — like a pearl’s form — and topped with an iridescent white ball.
La Perla’s signature scent.
Courtesy of La Perla Beaut
“These are the main points that we’re going for,” mentioned Fitzgerald, highlighting additionally the grosgrain swatch across the flacon’s neck.
The provide consists of the 50-ml. signature scent retailing for 95 euros, whereas the 30-ml. assortment fragrances go for 100 euros every.
The fragrances launch beginning as we speak on La Perla Beauty’s website and in La Perla shops. So do the model’s three prebiotic, frivolously scented vegan physique care merchandise: the Soothing Bath and Shower Gel, Nourishing Body Balm and Firming Body Lotion Serum, that are priced between 95 euros and 130 euros. A fourth product, the Energising Salts and Body Scrub, is slated for later this summer season.
La Perla Beauty physique care.
Courtesy of La Perla
The physique care merchandise are available packaging impressed by ribbon and lace utilized by La Perla.
The shade cosmetics line, with fragrance-free formulation, is due out mid-June. It consists of eight matte, long-lasting lipsticks.
“We say there’s a pink for each lady,” mentioned Fitzgerald. “The general motto of our model is ‘Confidence Is Beautiful,’ and we imagine within the confidence-boosting energy of a pink lip.”
Lipstick from La Perla Beauty.
Courtesy of La Perla Beauty
There are two frivolously tinted Satin Lip Balms, 4 Volumising Mascaras, 4 shiny Liquid Eyeliners and three Sculpting Brow Gels.
Prices embody 54 euros for a lipstick, 52 euros for a lip balm and 35 euros for an eyeliner.
Each product was eco-conceived, to bridge the hole between the normal thought of luxurious and sustainability, mentioned Fitzgerald.
“Every one among our merchandise, however the eye product for hygienic causes, may be refilled,” she defined, including packaging supplies are recyclable. The discovery coffret, as an illustration, is made wholly of recycled FSC paper.
Already, La Perla Beauty has been granted the Positive Luxury Butterfly Mark, PETA Membership and an EcoVadis Bronze Medal.
La Perla Beauty’s rollout will proceed in different key markets, together with in Europe by distributors and North America direct to retailers.
La Perla executives wouldn’t focus on gross sales projections, however business sources estimate the sweetness line will generate 25 million euros in retail gross sales throughout its first 12 months.
“The model imaginative and prescient, model growth and product growth are pushed by girls,” mentioned Fitzgerald. “Ada Masotti is such an inspiration for us.”
La Perla Fashion Holding N.V. is listed on the Euronext Growth Market, operated by Euronext Paris.
Amsterdam-based non-public fairness agency Sapinda Holding B.V. purchased 100% of La Perla in February 2018 from Italian entrepreneur Silvio Scaglia, who had managed the agency since 2013.
Today, La Perla describes itself as an entirely owned subsidiary of Tennor Holding B.V. It can also be an oblique majority shareholder of La Perla Global Management U.Okay. Ltd., the top workplace of the La Perla working entity.
For extra, see:
La Perla’s Blast From the Past
La Perla Concept Shop Open in SoHo