Prada targets younger consumer with Candy

Published: 8-Jul-2011
Manufacturing Fragrance

Third fragrance pillar from Italian designer

Prada targets younger consumer with Candy
Prada (Puig) has added a third pillar to its fragrance franchise this time targeting a younger consumer. Following on from Amber and Infusion d’Iris, comes Candy, described as feminine, excessive and seductive.

The scent, which launches in September, evolved from the idea of pushing things to the maximum and in the case of the juice this has resulted in using olfactive ingredients in excessive proportions. Three key notes - white musks, benzoin and a modern caramel accord have been used in high concentrations; the benzoin, for instance is used at 12%. The result says Prada is a warm, powdery scent with an addictively sweet vanilla ‘pop’ at the base.

The bottle, inspired by vintage flacons, features a bold pink, gold and black colour palette with an unusual half moon actuator. The outer box features an illustration of the Prada Candy woman, created by François Berthoud and evokes the packaging of 1950s beauty products.

In addition to the edp, the range includes a scented shower gel, body lotion and body scrub.

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