“Desire is a new blockbuster fragrance. This [scent] will be one of the top initiatives of the year in the industry,” said P&G Prestige vice president Luigi Feola.
Feola declined to provide an estimate, but industry sources suggested the scent could bring in $150 million in retail sales within a year, edging the Dolce & Gabbana beauty license close to the billion-dollar mark.
P&G determined that fans of the Dolce & Gabbana brand were looking for a fragrance that made them feel desirable and exquisite — a scent they might wear for a special, memorable night out, as opposed to an everyday occasion.
“This is for the woman who wants to feel unique, beautiful and sensual,” said Feola. “She owns the room when she enters. She’s not just noticed, she attracts the attention of everybody and is sexy but not vulgar.”