Thirteen years after releasing its perfume “Angel” Thierry Mugler Perfumes is due to launch a new fragrance “Alien” for women, which will appear in stores worldwide except Spain and Portugal in September. The woman who is wearing this scent, according to the words of Vera Strubi, president of Thierry Mugler Perfumes Worldwide and head of Stella Cadente Perfumes, is “a kind of shaman, a type of enchantress. She is transmitting joy in the world. This woman has special power. You don’t know if she comes from the past or the future; she comes from elsewhere, which the name indicates.”
The name of the perfume symbolizes luck for Mugler as the team wanted the name of new scent to be five letters long and start with A like Angel. "We thought something with five letters would bring luck," said Strubi. "We thought Alien is a very Mugler word."
The ad campaign features model Tina Baltzer holding her hands up with the Alien bottle. Her hair streams in waves. The campaign includes TV spot, and print ads.
The fragrance, designed by International Flavors & Fragrances’ masters Dominique Ropion and Laurent Bruvere mixed a juice with white transparent amber noted; woody note with Cashmeran and added jasmine sambac note.
Purple bottle with the name of the scent carved on it in the style of ancient typeface with gold touches helps the perfume on the whole look like a precious stone.
"We hope to make another classic," said Strubi.
Industry sources estimate that the perfume will earn at least $25 mln. during the first 12 months of its release. From 3 to 5$ mln. are to be done in the US.
Benjamin Gillikin, president of the Clarins Fragrance Group in the U.S. didn’t want to talk about numbers, but nevertheless said that the scent will be delivered to US top stores like Neiman Marcus, Saks Fifth Avenue, Nordstrom and Bloomingdale's.
The Alien line is to include a 60-ml. refillable eau de perfume spray for $111 at current exchange rates, or 89 euros; a 30-ml. refillable edp spray for $83, or 66 euros; a 30-ml. nonrefillable edp spray for $61, or 49 euros; a 10-ml. refillable purse spray for $84, or 67 euros; a 200-ml. shower gel for $39, or 31 euros; a 125-ml. bath oil for $54, or 43 euros, and a 200-ml. body cream for $64, or 51 euros. For the holidays, there will also be a 15-gram incense burner for $61, or 49 euros. Prices are for France.