Multi-brand luxury goods company Yves Saint Laurent (YSL) has officially entered India with the launch of ‘Cinema’, its new premium perfume for women ‘with a floral fragrance that promises to reveal the star inherent in every woman’, which was unveiled in Kolkata on February 12.
YSL Beaute is the fragrance and cosmetic division of the Gucci Group, the luxury arm of Pinault Printemps Redoute Group, headquartered in France. Apart from Yves Saint Laurent, the other prominent brands are Bvlgari, Davidoff, Jil Sander, Chopard, and Esprit among others.
Speaking at the launch, Mohammed Aljeda, Vice-President and Managing Director, YSL Beaute, Middle East, said, “Cinema is possibly a resurgent or an interpretation of classic modern day fragrances.”
It is for the first time that an international brand has been launched in Kolkata, the favourite destinations usually being Mumbai or Delhi. Commenting on this Aljeda said, “Kolkata is known for its passion for movies and theatre. Also, the women of Kolkata are known for their elegance, so Kolkata was chosen as the launch destination.”
It is for the first time the YSL is officially entering the Indian Indian market. Kolkata-based advertising agency Mileage Advertising Services will handle the media business of YSL.
Said Amitava Majumder, Managing Director, Mileage Advertising Services, “Since the brand is called ‘Cinema’, it is only befitting to use the same media, which, too, has evolved significantly with the multiplex culture. Other than this, there will be mainline magazines, events and advertorials.”
The account size is estimated to be over Rs 2 crore and likely to increase depending on the market response.