Page 48 - TFWA World Exhibit 2022 Special Edition

INSIDER

Official Frida Kahlo-inspired fragrance debuts in the Americas

Fantasy Fragrances, LLC and Frida
Kahlo Corporation have begun the launch
of the official fragrance inspired by world-
renowned artist Frida Kahlo: Frida Kahlo
Eau de Toilette.
Frida Kahlo EDT brings the essence
of Frida Kahlo to life, say the companies
behind it.
“This is a fragrance targeted to
young consumers but Frida Kahlo herself
has become a cross-generational icon,”
explains Robert Bassan, CEO of Fantasy
Fragrances. “But what is fascinating, Frida
Kahlo’s reputation and her legend continue and Musk linger on the skin, explains both inside and in window displays, as well
to get stronger even though she died in Fantasy Fragrances Director of Marketing, as on billboards. In addition, the sales staff
1954. Her reputation is even stronger Fatima Nelson. are decked out in the Frida red, and wear
among younger consumers. “Frida’s vibrant style inspires the the flowered corona headband in their hair,
“Considered one of Mexico’s greatest red lacquered bottle,” says Nelson. “The which Frida sports in her images.
artists, Frida is best known for her many packaging symbolizes her passion, courage, “So far the reaction we have gotten
portraits, self-portraits, and works inspired and strength. Her love for nature and art from the retailers has been fantastic. The
by the nature and artifacts of Mexico, with is represented in the floral design found fragrance is launching as we speak in the
a strong touch of surrealism. We tried to on the bottle and outer packaging. The Mexico local market and travel retail and
capture all of that in the fragrance and the fragrance sits in an illustrated garden initial numbers have been excellent. Even
packaging,” said Bassan. within its reusable drawer box. Bold floral before the HPPs, the numbers are above
“We used many of the flowers that patterns and vibrant colors enhance its plan and exceeded our expectations,” noted
she painted as inspiration for the juice. We collectability,” adds Nelson. Bassan.
also used imagery of her artwork on the The Frida Kahlo EDT launched first Miami-based Fantasy Fragrances has
packaging-- so much of her iconic work is in Mexico domestic and travel retail in been creating destination perfumes for the
self-portraiture, so this is what we used on early September, with major HPPs in key past 10-years. It is best known for Alaskan
the packaging.” flagship Sears stores. The launch will roll Mist, Caribbean Splash and New Zealand
The fragrance juice blends notes of out to the rest of the Caribbean over the Mist.
Pink Grapefruit and Black Pepper with next few months. For more information about the Frida
Jasmine and Lily of the Valley to bring to The HPPs will dress up the stores in Kahlo fragrance, please contact info@
mind a flourishing garden, while Patchouli the colors and imagery of the fragrance fantasyfragrance.com.

Left: The Frida Kahlo EDT launch took over some key Sears flagships in Mexico in September.
Right: The Frida Kahlo spray girls wear Frida red and reflect the artist’s image with flowered coronas in their hair.

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