Mugler Aura

Of Note: Twenty-six years after launching its first fragrance, Angel, Mugler is adding a 3rd pillar to its lineup: Aura. This floriental scent is supposed to represent the changing image of Mugler, which dropped the “Thierry” from its name in 2016, to draw a younger consumer. “We would have liked to launch a fragrance that talked to this woman who lives in such a busy world and digital landscape,” said Amy Braden, vp of promoting for the Clarins Fragrance Group. “We felt that by launching Aura we’d have a fragrance that actually is about her and all that she embodies.” Mugler is pushing a big digital strategy for Aura and likewise is partnering with Live Nation’s Electric Daisy Carnival in Las Vegas, Los Angeles and Orlando in the autumn for an events-based program that can include sampling and Instagrammable moments.

Details: Aura, $125 for 3-oz., is launching in 1,600 department store doors, including Macy’s, Ulta Beauty and Nordstrom. Industry sources estimate first-year sales will reach $20 million.

Oscar de la Renta Bella Blanca

Of Note: For Oscar de la Renta’s latest fragrance, the style house and its licensing partner, Interparfums, desired to pay homage to the extraordinary gardens the late designer cultivated at his Connecticut home. “[Oscar de la Renta] at all times had a love of florals and gardens, specifically white florals, so we wanted that element running through the fragrance,” said Jennifer Mullarkey, head of fragrance and product development at Interparfums. While the entire brand’s fragrances have a floral element, Bella Blanca blends white florals and a musky sandalwood to create a contemporary scent geared toward younger consumers. “We feel just like the younger consumer is all about wanting to represent themselves and enhance their very own unique beauty,” Mullarkey said. “We focused on the fragrance to have this beautiful natural quality.”

Details: Bella Blanca, $95 for 3.4-oz., is launching in 700 department store doors, including Macy’s, Dillard’s and Lord & Taylor. Industry sources estimate first-year sales of $6 million.

Salvatore Ferragamo Amo Ferragamo

Of Note: Salvatore Ferragamo’s newest women’s fragrance pillar, Amo Ferragamo, is supposed to bring the heritage of the brand to a younger consumer. “If you take a look at the past, [Salvatore Ferragamo] has really focused a number of their beauty territory in the boys’s category,” said Robin Mason, senior vp of promoting at Shiseido Fragrances. “[Amo Ferragamo] is a strategic launch for the brand since it’s taking its wealthy history and juxtaposing it against this modern-day female.” The brand has tapped model Suki Waterhouse to be the face of the brand new fragrance and the campaign will feature prominently across the brand’s social media platforms and in its 37 freestanding boutiques within the U.S. The brand may even offer an interactive experience at Bloomingdale’s where customers can take pictures in a photograph booth that places them in scenes from the campaign.

Details: Amo Ferragamo, $120 for 3.4-oz., is launching in any respect Bloomingdale’s doors and Salvatore Ferragamo boutiques. Industry sources expect Amo Ferragamo to be a top five spring fragrance at Bloomingdale’s and to herald $1.5 million during its first 12 months on market.