Issey Miyake to launch a perfume aimed at younger women

Almost 20 years after L'Eau d'Issey hit the shelves, L'Eau d'Issey Florale, which was created in hopes of appealing to a younger generation of women, will be launched worldwide in February 2011.

"L'Eau d'Issey is considered a classic in the world of perfumery," Nathalie Helloin Kamel, vice president of Parfums Issey Miyake, told Women's Wear Daily. "We have a lot of very faithful, loyal customers. But we know also that the small challenge we have is to recruit new customers to the brand."

The scent, concocted by Firmenich's parfumer Alberto Morillas, is centered around the rosebud, along with notes of lily, mandarin and white woods. It comes in a light pink bottle that recalls the shape of the original L'Eau d'Issey. The perfume will be sold as a 50-ml eau de toilette spray for 65 euros, a 90-ml spray for 90 euros, or as a limited edition 25-ml spray for 45 euros.

While waiting for the release of L'Eau d'Issey Florale, women can rely on these other rose-centered fragrances: Paul Smith Rose, a blend of rose, Turkish rose oil, green tea, magnolia and violet flowers; Stella Rose Absolue, a sophisticated perfume by British designer Stella McCartney; Yardley English Rose, a timeless fragrance by Yardley of London; and Creed Fleur de Thé Rose Bulgare, a classy scent made from the rare Bulgarian rose.

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