Fashion

  • Friday, 30 November 2012

    Scarlett Johansson fronts new D&G scent

    Scarlett Johansson has been tapped by Italian design house Dolce & Gabbana to front their new exclusive fragrance.

    Scarlett Johansson is the face of Dolce & Gabbana's new fragrance.

    The actress will front the design house's latest women's eau de parfum, called The One Desire.

    Scarlett's campaign with the brand could bring in an estimated $150 million in retail sales in one year alone.

    This could edge the D&G beauty line close to the billion-dollar mark.

    Procter & Gamble's Global Prestige division is responsible for the new fragrance and are looking to create a luxury scent that makes women feel desirable and exquisite.

    The company have also declared the new fragrance is designed for a special occasion or memorable evening out, rather than something to be used daily.

    Scarlett will star in the print campaigns reported to be pipeline as well as a major TV advert that will accompany the fragrance.

    In an interview P&G Prestige vice president Luigi Feola described The One Desire as a cutting edge scent.

    "A new blockbuster fragrance. This [scent] will be one of the top initiatives of the year in the industry," he gushed to WWD.

    "This is for the woman who wants to feel unique, beautiful and sensual. She owns the room when she enters. She's not just noticed, she attracts the attention of everybody and is sexy but not vulgar."

    Scarlett has successfully fronted the fashion house's campaign for its original The One fragrance. Design duo Stefano Gabbana and Domenico Dolce have again collaborated with P&G's in house fragrance team to create The One Desire.

    This will start off with the same base as the original fragrance but include added tuberose, caramel-infused vanilla, sandalwood and musk before being locked up in a beautiful chunky black and gold bottle.

    "When we work on fragrances and make-up, we always try to stay true to our DNA. Black and gold are classic colours for Dolce & Gabbana, and the black gem cap is a bit '30s in style," Stefano said.

    The fragrance will launch globally from the start of next year.

    © Cover Media Group 2012

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