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Whiff of India

Azzaro's new couture perfume for women borrows jasmine notes from India to blend a complex fragrance harking back to an earlier era of floral, feminine scents



With over 460 test trials and two years of work behind it, Gerard Delcour launches Visit for Women in India. — Photo: Sampath Kumar G.P.

MOVE OVER, bold, aggressive, assertive woman of the Nineties. Initial trends from the next century have tamely returned to atavistic roots, discarding defiant scents for the feminine, floral notes reminiscent of a gentler era.

French couture perfume brand Azzaro has launched Visit for Women in India, inspired by the eponymous men's fragrance but venturing into classic girl territory with a shapely bottle loosely replicating the curve of a woman's body, complete with a steel wave suggesting a delicate drape. Its complex composition blends top notes of freshness and citrus with second notes of floral — both rose and jasmine, in a light and familiar fragrance that is linked to its male counterpart by measured touches of the musky base which defines Visit for Men. Marking its femininity is its colour: red, characteristically used by Loris Azzaro to signify passion.

Urban images

Print advertising for Azzaro's Visit for Men is centred around a stark photograph of a man searching for a woman; the conclusion left provocatively ambiguous in the single picture campaign foregrounded by urban landscapes and a sense of anonymity. Visit for Women continues the theme naturally, this time from the woman's perspective.

The mid-range perfume priced at Rs. 2,900 for a 25 ml. bottle reflects the golden rules of Azzaro perfumes, says Gerard Delcour, President, Azzaro: communication (in the simple story line of its advertising) that "explains or tells a story", pure and simple shapes to the bottles which can render them timeless and the usage of maximum natural ingredients.

With 92 sales points in India since its inception here in 1997, Azzaro grows by some 30 per cent a year and expects to consider India the largest market in Asia within the next five years. "You have a culture of perfume in this country," explains Delcour, adding that the strong note of jasmine in Visit for Women is sourced from India. The perfume took two years to develop, with 460 test trials; the process could go on forever, testing and improving, but finally someone cried halt and Visit for Women was ready for launch.

Minimal ads

There's little publicity for Azzaro perfumes, even the flagship male Pour Homme came with minimal advertising, but Declour is focussing on introducing his brands to the Indian market rather than creating a demand for products that people cannot reach. Training staff and providing large numbers of samples are what define the Azzaro approach in India's relatively recent market for couture fragrances.

Azzaro's perfumes are currently available at Parcos at the Leela Galleria and will soon be available at Shopper's Stop and Lifestyle.

HEMANGINI GUPTA

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