PARIS — Viktor & Rolf is plunging again on to the ladies’s perfume scene with Good Fortune, the model’s first main female launch in seven years.
FKA twigs fronts the eau de parfum.
“The final imaginative and prescient that Viktor & Rolf wished to realize is what initially drew me to the mission,” she instructed WWD. “Good Fortune is about embracing the trendy mystic. I consider that relating to shaping your individual future, what you place out is what you get again, and the imaginative and prescient of Good Fortune definitely embraces this.”
The multihyphenate singer-songwriter-dancer stated she and the designers Viktor Horsting and Rolf Snoeren have a protracted historical past collectively.
“I’ve all the time been a fan of their authenticity and their efforts in guaranteeing they [have] a sustainable model, with such initiatives as Good Fortune being in a phenomenal, but refillable, bottle — so that you just solely must buy as soon as,” FKA twigs stated.
“Everything from the connection to the amethysts to the colours embodied within the marketing campaign highlighted the message of embracing oneself, which is a message I deeply resonate with,” she continued. “This allowed for freedom and creativity inside the marketing campaign.”
That was directed by Andrew Thomas Huang, whereas stills had been lensed by Inez van Lamsweerde and Vinoodh Matadin.
FKA twigs was naturally drawn to what to sing within the spot — her newest launch, “Killer.” And to the perfume.
“Good Fortune features a heat, creamy vanilla, which is one in every of my favourite notes {that a} fragrance can have,” she stated. “I discover it actually comforting, and it evokes emotions of femininity.”
Horsting and Snoeren noticed FKA twigs in live performance and had been blown away. They had been additionally drawn to her spirituality and creativity.
“It’s like she embodies this concept of making your individual success,” Horsting stated.
In a coincidence, FKA twigs was a gross sales individual for Flowerbomb, the Viktor & Rolf perfume, when it got here out in 2005.
FKA twigs
Courtesy of L’Oréal
She collaborated intently with the designers on the Good Fortune marketing campaign video.
“The choreography is admittedly hers,” Horsting stated. “We pretty rapidly got here to this concept of the infinity zoom — you’re with a fortune teller, she attracts you into this crystal ball, you see her, you meet once more in a distinct guise. Then once more, you’re drawn into the ball she’s taking part in with. So you’re going into new worlds on a regular basis, the place you meet her in several moods. We felt fairly strongly about exhibiting these totally different moods and totally different aspects of a character.”
The designers really feel that Good Fortune matches effectively with Flowerbomb, which is concerning the energy of transformation and spectacular magnificence, whereas Bonbon is extra of a couture perfume.
They take into account Good Fortune to be about “non secular glamour.”
“It felt vital to do one thing new and extra non secular,” Snoeren stated.
The thought for Good Fortune — and to dedicate a perfume to the thought of spirituality — grew over a number of years.
“Obviously, spirituality means various things to totally different folks,” Horsting stated.
Both he and Snoeren felt a have to look inward of their quests for that means. (They have devoted trend collections to totally different notions of spirituality, as effectively.)
“We can’t change the world; we will change ourselves,” stated Snoeren, explaining that to change into one of the best model of themselves, it’s key to deal with the positives.
For the fragrance mission, a picture that sprang to thoughts was of a glamorous fortune teller along with her crystal ball.
“Let’s say an outdated Hollywood model of a fortune teller, who attracts you into her world and divulges the longer term,” Horsting stated. “But then we stated to ourselves — it’s not like the longer term simply occurs. You are a part of creating your individual success.”
They wished a glowing and lightweight perfume.
“Then the perfumers got here up with an idea of white magic,” stated Snoeren, referring to IFF perfumers Ann Flipo and Nicolas Beaulieu.
“The thought was to create this very addictive perfume, however pushed by white magic,” defined Guillaume de Lesquen, world president, worldwide designer fragrances, at L’Oréal, Viktor & Rolf’s perfume and sweetness licensee.
Ingredients on this vegan potion embody a jasmine accord, and one other accord primarily based on fennel and gentian flower.
“We love the connotations of those two, as a result of they’re linked to concepts of purification [and healing],” Horsting stated.
The rounded physique of the eco-conceived bottle is formed like a crystal ball, and the cap winks to a faceted amethyst, the colour of which infuses the flacon that’s customizable with charms.
Retail costs for Good Fortune are about 43 euros for a 30-ml. spray, 63 euros for the 50-ml. model and 90 euros for the 90 ml.
De Lesquen stated the mission could be very a lot within the DNA of Viktor & Rolf and its designers. It additionally chimes with the instances. The govt stated that throughout the coronavirus pandemic, girls have change into extra fascinated with spirituality, yoga and meditation.
Further, a technology of girls who grew up with “Harry Potter” and different magical tales and collection at the moment are between 20 and 40 years outdated. Still, few fragrances discover such enchanted realms.
Good Fortune can have sturdy digital play, together with a documentary of Horsting and Snoeren, tarot gaming to find the day’s success and character quizzes to search out out “which sort of witch are you,” de Lesquen stated.
He wouldn’t talk about gross sales and forecasts for Good Fortune, which launches within the Western world on the finish of June. But {industry} sources consider the scent may generate $200 million in retail gross sales between July and year-end. The sources stated Viktor & Rolf fragrances ought to generate greater than $800 million total in retail gross sales in 2022, twice greater than two years in the past.
Bolstering the model’s enterprise are customers’ thirst for elevated fragrances and the growth of perfumes for the reason that well being disaster took maintain.
“Flowerbomb is a really transporting perfume,” stated de Lesquen, including the launch of the Flowerbomb Ruby Orchid flanker early final 12 months was well-received.
Flowerbomb, Viktor & Rolf’s bestselling scent, ranks sixth within the U.S. and fifteenth within the U.Okay.
Spicebomb was relaunched final 12 months with Infrared, accelerating that model’s gross sales in quite a few international locations. De Lesquen stated Spicebomb and Bonbon are doing “extraordinarily effectively.”
Viktor & Rolf’s perfume enterprise is at the moment pushed by the Western world — North America, Europe and journey retail.
FOR MORE ON VIKTOR & ROLF, SEE:
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Front Row at Viktor & Rolf Couture Spring 2022
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