Fashion’s Night Out At BCBGMAXAZRIA
Following the showing of the Spring 2012 BCBG MAX AZRIA show on September 8 during New York Fashion Week, the BCBGMAXAZRIA fragrance was the BCBGMAXAZRIAGROUP’s next newsmaker. During Fashion’s Night Out, fashionistas got a preview of the BCBGMAXAZRIAGROUP’s first namesake fragrance at the BCBG store on Manhattan’s Fifth Avenue and 40th Street.
Lubov Azria, Chief Creative Officer of the BCBGMAXAZRIAGROUP explained that “We had been thinking about creating this fragrance for many years. We met with New Wave Fragrances and discussed ideas. What evolved is the BCBGMAXAZRIA fragrance.” Ms. Azria acknowledged that determining what was the right juice was “mostly by instinct as are most of the choices we make in life.”
She worked with Givaudan’s Perfumer Stephen Nilsen. “I told Stephen I wanted the fragrance to be the first thing a woman puts on in the morning and the last she takes off at night. I wanted it to be so beautiful that the woman wants to keep smelling it over and over. It is like the BCBG woman—feminine and flirty—who wants to enjoy everything in life.” Ms. Azria affirmed that BCBGMAXAZRIA is “for women of all ages.”
|Mr. Azria (c.) with Givaudan’s Stephen Nilsen
and New Wave Fragrances’ Zoe Bartels
New Wave Fragrances’ Zoe Bartels, Vice President Marketing and Advertising, explained that more ancillaries will be added next spring including a rollerball. “We are promoting the BCBGMAXAZRIA fragrance with an aggressive ad campaign, significant number of in-store personnel for sampling and an elegant gift-with-purchase.” The scent is being introduced to customers through vial-on-cards and a deluxe mini that’s a replica of the scent’s elegant flacon. “The gift-with-purchase is a beautiful blush color BCBG bag,” Ms. Bartels added.
“The fragrance launched at over 1,000 doors nationwide with international distribution commencing in January 2012. We hope that the BCBGMAXAZRIA scent will blow out of all the doors,” she declared.