Michael Kors will launch its first two fragrances in partnership with EuroItalia and tapped Irina Shayk, Jon Kortajarena to front the glam ad campaign.
Pour Femme and Michael Kors Pour Homme , the two eaux de parfum will first launch in Italy in May, before gradually hitting international store shelves.
The Michael Kors license passed to EuroItalia after The Estée Lauder Cos. wound down its Aramis & Designer Fragrances division in 2021,“For us, it is certainly a great added value to have such an international brand in the company, with a different vision from the labels we already manage,” said Sgariboldi, who stressed it is key not to have overlaps in the company’s portfolio.
Bottled in geometric flacons defined by yellow gold and silver chain-link hardware and caps, respectively, both fragrances for women’s and men’s will be available in three sizes: 100-ml., 50-ml. and 30-ml. Scented shower gels and body lotions will flank the perfumes, with the men’s offering also including a deodorant stick.In Italy, the 100-ml. formats will retail in selective perfumeries at 125 euros and 119 euros for the women’s and men’s fragrances, respectively.
Digital and traditional media investments, as well as in-store activations, will support the launch, adding to a strong advertising campaign fronted by“This fragrance was designed to give you the power to take on the world today and live your life to the fullest, and no one embodies that spirit more than Irina and Jon,” said Kors about tapping the two top models.
Michael Kors Fragrance Perfume Pour Femme Pour Homme Italy International Beauty Bottles Chain-Link Motif Global Audience Strength Sensuality Sophistication Glamour Modernity Patchouli Bergamot Sage Jasmine Luxury Style
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