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Elie Saab launches second women's fragrance

Translated by
Nicola Mira
Published
today Jul 5, 2017
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On Wednesday 5th July, the Paris Haute Couture Week featured an Elie Saab double bill: the show for the Lebanese designer's AW 2017-18 couture collection at the Cambon Pavilion, and an Elie Saab fragrance event at 29 rue du Faubourg Saint-Honoré.


Girl of Now, Elie Saab's latest fragrance, whose packaging is inspired by the flowery motifs of one of the label's clutch bags


At the prestigious Parisian address, Saab unveiled his new fragrance, Girl of Now. It comes six years after the launch of the label's one and only perfume so far, aptly named Le Parfum and available in several versions.

Girl of Now targets younger women, as do the Elie Saab ready-to-wear collections which, in the last few years, have gone for a new, fresher look. The first clue is in the name, and the perfume's olfactory notes duly follow suit: orange blossom with a hint of almond, the work of perfumers Dominique Ropion and Sophie Labbé, from fragrance house IFF. The new fragrance's advertising, heavily relying on social media, continues with the theme, featuring three young friends walking the streets of Paris on their way to a party.


The advert for Girl of Now by Elie Saab, whose fragrance license is operated by Shiseido


Girl of Now is available internationally from this week, and will be launched in France in September, exclusively at Sephora.

 

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