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SCMP Reporter

THE key notes of the latest perfumes are fresh and floral and are being used to capture younger customers.

  Givenchy, which enjoys considerable success with its Tartine et Chocolat perfume for children, has launched Fleur d'Interdit, aimed at young women and teenagers.

  'We did some research and there is not really a fragrance for the younger age group,' said product manager Julia Chan.

  'It is a growing market. Young people have high spending power and they are willing to spend.'   Fleur d'Interdit targets young people with its light fragrance that combines fruit, such as melon, raspberry and peach, mingled with a large bouquet of flowers and supported by a discreet woody base.

  'Many young people just do not like strong or classical fragrances,' Ms Chan said.

     Fleur d'Interdit is available in spray form in eau de toilette (both $195 for 50 millilitres).

  A new name on the perfume scene is Oilily, which opened a shop in Central late last year selling children's clothes. To complement these, there is a fragrance and body line.

  'The concept is a mainly natural fragrance, a very light smell for young women who do not like a strong perfume,' said Judy Tam, director of Oilily in Hong Kong.

   This is also a fruity floral fragrance.

  Another perfume for the younger wearer is Tribu, by Benetton, which was recently introduced to Hong Kong.

  It is aimed at teenagers and the construction of this scent is also a refreshing mix of floral and fruity notes.

  'It is an all-natural fragrance, the first one of its kind made of totally natural products,' said marketing manager Stephanie Longworth.

  She said that, until now, the younger market had been neglected by perfume houses.

  'Older women are used to wearing fragrances but younger people may feel a little uncomfortable wearing a heavier fragrance; they want something of their own,' she said.

   The eau de parfum spray costs $215.

  Ms Longworth said the light and floral Anais Anais by Cacharel was still the best-selling fragrance.

  'They were really ahead of their time because it is for teenagers,' she said.

  Cacharel has just revamped the image of Anais Anais, replacing the two dreamy girls of its old advertising campaigns with a new and younger duo - one of whom is 18.

  'We call it a rebirth to re-strengthen the brand and attract more younger customers,' said product manager Alice Lee.

  Guerlain, which has already captured a share of the younger market with its Petit Guerlain fragrance for children, is relaunching a youthful fragrance.

  The company's Chant d'Aromes was first created by Jean-Paul Guerlain in 1962 and is now available in a new 30 ml size.

  It is a fresh, light and joyful scent with top notes of bright flowers, a heart of rose, jasmine, honeysuckle and gardenia and a warm, spicy base.

  The re-launch is timed to coincide with Guerlain's make-up, which harks back to the 1960s.

  'One of the key elements of Guerlain is combining tradition with innovation,' said the firm's public relations manager Isabel Fung.

   Many of Guerlain's perfumes had been relaunched at strategic moments in the past, she said.

  Chant d'Aromes is in keeping with another trend - for fragrances to be either fresh or natural in their construction or atmosphere.

      Guerlain has always eschewed synthetic raw materials in favour of natural ingredients, obtained from all over the world.

  Look out also for a fresher, younger image for Guerlain's Samsara later in the year.



Fresh and floral approach to court young customers