NEW YORK, United States — In 1967 The Beatles told the world, "All You Need Is Love". Now, 50 years later, Tiffany is reminding us of this sentiment with the video campaign for its first fragrance licensed by Coty.
Envisioned by the brand’s recently installed chief artistic officer Reed Krakoff and shot by celebrated photographer Steven Meisel, the film features models Vittoria Ceretti, Julia Nobis, Achok Majak and Georgina Grenville lip-syncing to a new rendition of the Beatles classic, sung by the jeweller’s autumn campaign star, St. Vincent.
“Steven Meisel was very wonderful about stripping everything away except for those essentials: the Tiffany blue, the diamonds and the skin," says Caroline Naggiar, senior vice president of marketing at Tiffany & Co., who notes that there’s no specific target demographic for the “universal scent”, but that it is meant to appeal to a range of women.
“The soundtrack is something that I think we all multi-generationally have this great affection for,” Naggiar adds. “St. Vincent was able to bring this real newness and depth to the interpretation.”
The new scent is Tiffany & Co.’s first significant entry into the fragrance market in 30 years, and marks the first time the jeweller has teamed with retail partners on a global launch. While the 7,000-door distribution of the Tiffany scent is of a smaller scale than the distribution of other fragrances in Coty’s luxury portfolio — which includes Chloé, Gucci and Marc Jacobs — it will provide new, unprecedented exposure for the 180-year-old house.
“[The fragrance is] an introduction to Tiffany through select speciality retailers globally, far beyond the reach of our stores,” says Jean-Marc Bellaiche, senior vice president of strategy and business development at Tiffany & Co.
“Tiffany is first and foremost a premier jeweller, a fine jeweller,” adds Naggiar. “But to develop a fragrance is also another place in which you can celebrate and bring the qualities of the brand to life. And now we can share it in so many other locations, and really invite a whole set of new customers into the brand.”
The partnership is also a strategic move for Coty, which is in the midst of expanding its global presence. "It’s the first time we [have] introduced a new licence on the market since the merger with P&G last October," says Edgar Huber, president of Coty Luxury. “Tiffany is an iconic brand, dear to American and Asian consumers, strengthening our presence in those regions."
While the cosmetics company has been struggling with its consumer brands unit since last year's acquisition of over 40 P&G beauty brands, Coty's luxury segment, which declined overall by 3 percent in the fiscal year ending June 30, 2017, saw a 5 percent jump in organic sales in the most recent quarter.
The fragrance launch comes at the start of a new chapter for the storied jeweller, which is about to welcome former Bulgari veteran Alessandro Bogliolo as its new chief executive in early October. Last week Tiffany’s second quarter results beat analyst estimates, following its recent strategy to win over younger shoppers with store renovations, new designs and celebrity ambassadors such as pop star Lady Gaga.