Avant-garde fashion designers, Viktor & Rolf, last debuted a new feminine fragrance – Bonbon – in 2014.
But then there’s been little financial incentive. The Dutch duo’s global blockbuster Flowerbomb and its flankers are the backbone of a perfume empire expected to earn US$800 million by the end of the year – double the revenues of two years ago.
Called Good Fortune, the new pillar juice from longterm licensee L’Oréal bills itself as vegan and uses no animal-derived ingredients. A distinct move away from Flowerbomb which hitched its star to transformation and glamour and the couture perfume image of Bonbon.
FKA twigs, the English singer, songwriter and dancer, is the face of the Good Fortune campaign. She worked closely with Viktor & Rolf to underline the modern mystic and spiritual message of the fragrance which features a glam fortune teller gazing into a crystal ball.
Aged 34, FKA twigs is bang in the middle of the 20 to 40 demographic Good Fortune is looking to target. The generation who grew up with Harry Potter and has embraced yoga, meditation and self-realisation as a guiding lifestyle.
A sparkling fragrance with a defined footprint, the opening notes are fennel and gentian. A jasmine accord forms the heart of the juice and the drydown is redolent with bourbon vanilla ethically sourced in Madagascar.
Good Fortune launches in Australia on August 21st to take advantage of Spring and the lead-up to Christmas. Industry sources believe the scent could pull in US$200 million in global sales by the end of the year.
Apart from the fanciful publicity material and marketing, Good Fortune’s name could also signal a tilt at the Chinese fragrance market which is growing at a rapid rate. The bulk of Viktor & Rolf’s fragrance sales are currently in North America, Europe and travel retail.
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