Oscar de la Renta's legacy lives on through new fragrance
The new female fragrance is called 'Extraordinary' and serves as an ode to the legacy of Oscar de la Renta. The name itself was even inspired by the fashion house's founder, who sadly lost his life last year following a long battle with illness.
"Oscar would come in in the morning and say the opera last night was 'extraordinary,'" explained Alex Bolen, chief executive officer of Oscar de la Renta, adding, "We thought it would be a good name for a fragrance."
Oscar himself was also heavily involved in everything from the perfume bottle to the optical effects of the thick glass on the cap to the juice, before his death on October 20 2014.
The fragrance aims to capture the attention of a younger audience, as Michele de Bourbon, senior vice president of fragrance sales and marketing told WWD: "The strategy was to reach a broader customer base and to speak to the customer who is about 25 to 35 years old, who is buying most of the top 10 fragrances in U.S. distribution. This had to be something sparkling, elegant but still have that flirtatious fruitiness and warmth that we know the customer loves to feel. We needed to have our own signature, something with beautiful, plush peonies and very qualitative neroli oil, a sparkle of citrus on top and a very warm woody character on the bottom."
'Extraordinary' will be available at Macy's, Belk, Dillard's and Lord & Taylor in the U.S in April. It will also be available internationally at the same time – with a heavy focus on the Middle East and South East Asia.
The brand is also said to be considering launching an Oud fragrance specifically for the Middle East, which certainly seems to be a trend for luxury fashion and beauty brands of late – with Jo Malone, Valentino and Frédéric Malle all releasing Middle Eastern specific fragrances to capture the sought-after local customer in the region, who are known worldwide for their love of perfumery.