Does DVF’s Fragrance Launch Herald A Full Line Of Beauty Products?

by Justin Fenner | 11:34 am, June 3rd, 2011

We can’t wait to get our hands (noses?) on Diane von Furstenberg‘s new fragrance DIANE, which the designer has described as all the powers of womanhood in a bottle. And according to her, seduction is one of the most important powers in there.

Von Furstenberg told Women’s Wear Daily that one of the biggest things she wants to accomplish with the new fragrance is to remind people what perfume is for. Namely, that is to ensnare someone’s senses to the point where they can’t stop thinking about you.

“People forgot about the power of perfume and the magic of perfume. Perfume has been used since antiquity to seduce.” She added, “It is about emotion; it is memory and addiction.”

And the people behind the fragrance’s launch are betting that retailers and consumers alike actually will get addicted to the fragrance, which features a sensuous mix of wood and flowers. The complex range of smells (frangipani, violets, almonds) was constructed to evoke femininity itself. But she’s not satisfied to put femininity in just one bottle: she’s already got another fragrance in the works and is thinking about a full line of beauty products.

DIANE will launch in Nordstrom and Bloomingdale’s by September and should make it to Sephora by October, and is priced where you’d expect a higher end fragrance to be priced.

The fragrance will be available in both 1.7-oz. and 3.4-oz. eau de parfum and eau de toilette forms. The two sizes of the edt will be priced at $65 and $90, respectively, and the edp sizes will sell for $85 and $110. A fifth item, a 200-ml. body lotion, will retail for $45.

Which leaves us with just one question: How much would you pay for this sexy scent?

[WWD]