Prestige fragrance retail sales recently rose 4% to $3.8 billion, according to The NPD Group, Inc. Some brands are new to the scene; some are classics. The latter is making a resurgence with a hip new marketing campaign featuring a familiar face and a collector’s edition.
Norell New York, debuting at Neiman Marcus and Bergdorf Goodman, is billed as a “re-mastered version” of the iconic American fragrance. Launched in 1968, the original Norell was the first American designer fragrance produced by the legendary Norman Norell, one of the most prolific designers largely responsible for putting American fashion on the map.
Norell dressed icons from Marilyn Monroe to Audrey Hepburn and today his pieces are still as relevant as they were three decades ago, worn by everyone from Lady Gaga and Michelle Obama to Lily Allen and Sarah Jessica Parker.
Now, International Flavors & Fragrances perfumer Celine Barel is credited with remastering the fragrance while still maintaining the green floral signature of the original Norell to create a timeless modern day scent, according to the company. Norell New York has 200 jasmine petals in each bottle, and Barel made it a point to incorporate key notes from the original Norell: galbanum and orris butter.
“Norell New York is the fragrance for women who want glamour to seem effortless, for the new American trendsetters. Wrapped on top with some juicy nuances of mandarin, pear and bergamot, Norell New York opens with the sparkling radiance of a sequined gown. The heart of the fragrance is an airy floral bouquet—orchestrated around the glamorous Jasmin Absolute and the sheer delicate peony which brings a cool soft femininity to the galbanum,” said Barel. “The dry down is just divine with Iris Pallida concrete, one of the most noble and expensive ingredients in perfumery. It is warm, velvety and voluptuous, and it contrasts here with vetiver and its deep, bewitching woody undertones, leaving a sensational trail, making the woman who wears it unforgettable.”
The ultimate American story, Norell New York has deeply rooted ties to American fashion, film, photography and Hollywood, celebrating the legacy of the designer via the next generation of American influencers. Famed photographer Richard Avedon’s grandson, Michael Avedon, shot the campaign. Additionally, actress Riley Keough— granddaughter of the late Elvis Presley and daughter of Lisa Marie Presley—is the frontwoman of the fragrance.
In a statement to the press, Keough said, “I went on a Wikipedia trail while researching Norell, and developed an enormous interest in him and his work; so I feel very honored to be able to be a part the reinvention of a timeless American classic fragrance like this. I love the parfum, but I really love the oil. The scent is softer, and you can put it on your whole body without it being too overwhelming.”
In addition to the eau de parfum, body cream and body oil ($80-$150), French crystal house Baccarat has created 500 limited-edition bottles of Norell New York Parfum—priced at $1,500 a pop—housed in beautiful Baccarat crystal bottles. Each of the 500 bottles is individually numbered, making it a collector’s item that’s ideal for the holidays.