Laundry by Shelli Segal Makes First Fragrance Foray
 

 

Shelli Segal Laundry
Laundry by Shelli Segal, the brand’s debut scent.

Launched in 1988 as the sunny and flirt- atious fashion line of choice for the L.A. style set, Laundry by Shelli Segal is now foraying into the world of fragrance.

Owned by Perry Ellis International and with its fragrances licensed by Hollywood, Florida-based Falic Fashion Group (FFG), the Laundry by Shelli Segal fragrance debuted this month at Lord & Taylor, Boscov’s and over 50 duty free boutiques across the country. (FFG’s parent company, Duty Free Americas, is the largest duty free retail operator in North America.)

“Developing the captivating fragrance and eye-catching pack-aging was an exciting, creative collaboration,” stated Scott Berg, brand manager of FFG.

The project was roughly two years in the making, added Cynthia Erland, Laundry by Shelli Segal’s vice president of marketing, and takes its inspiration from the brand’s exotic birthplace and bold color palette.

Shelli Segal 2
The print campaign

Developed by IFF perfumer Clement Gavarry, the floral chypre embodies “the fun, exuberant and sexy feeling of L.A. using energetic, mouthwatering fruits and vibrant florals accented by woodsy undertones,” he said.

Laundry by Shelli Segal’s top contains fresh mandarin, plum and guava leaf, which unfolds with a textured heart of peonies, orange flowers and osmanthus buds. Creamy sandalwood and a lace of patchouli leaf dry down with amber and deep musk.

The fragrance’s carefully-crafted bottle and carton design perfectly complement the dynamic juice within. Outer packaging is neon orange and pink with gold accents, while the bottle—a wide, faintly curved crescent—touts the same hues, with the brand’s logo etched in gold.

A print campaign showcases a blonde model outfitted in a pink patterned Shelli Segal dress reposed seductively on a cream-colored couch.

In addition to 1.7 and 3.4 oz. eaux de parfums—priced at $55.00 and $80.00, respectively—an $85.00 gift set will include a 3.4 oz. EDP, 3 oz. body lotion, 3 oz. shower crème and a 0.33 oz. EDP roller ball. A GWP train case—with the purchase of a 3.4 oz. fragrance—will be offered at department stores across the country.

 

 

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