Courvoisier is about to become the world’s first luxury spirit brand to enter the high-end fragrance market through the launch of Courvoisier L’edition Imperiale. The collection will consist of an eau de parfum and an eau de toilette and will be available worldwide at high-end retail locations starting in the spring of 2007.
According to Larry Plawsky, global vice president of marketing for Beam Global Spirits & Wine, “the unique luxury qualities associated with Courvoisier translate flawlessly into the upscale fragrance arena, reinforcing its image as a desirable and opulent brand”. L’edition Imperiale apparently targets 25-35 year old males who are ambitious, determined, desire to succeed, tend to be fashion conscious and believe that authentic premium brands, such as Courvoisier, are a symbol of success. Although expected to attract the loyal Courvoisier cognac consumers, it is also hoped that the fragrance will appeal to fine fragrance connoisseurs everywhere.
Although for various reason, I do not fit into the targeted audience, the scent does greatly appeal to me, simply because of the list of notes. Despite the name, Courvoisier L’edition Imperiale is not a cognac-flavored fragrance. Top notes of L’edition Imperiale include cardamom, mandarin, tagette and coriander. Heart notes are atlas cedarwood, smoked tea, royal calla lily and violet. The drydown contains vetiver, fir balsam, leather and amber. The scent was inspired by the fashion and wealth of the Imperial Court of Napoleon.
Courvoisier L’edition Imperiale eau de parfum will retail for more than $100 USD per 75ml bottle, the eau de toilette will retail for slightly less than $100 USD per 75ml bottle. Both concentrations of the fragrance will also be available in 125ml bottles.
Courvoisier L’edition Imperiale debuted in October 2006 at the Tax Free World Association Exhibition (TFWE) in Cannes, France, so if you have already had a chance to try it, please share your impressions.
The information is from a press release, beamglobal.com. The image is from purebeauty.co.uk