Philippe Benacin , CEO of French perfume house Interparfums, held a preview on Zoom for the new fragrance for women from Jimmy Choo, called I Want Choo on December 1. Benacin is very optimistic about the prospects for I Want Choo, especially in the Americas.
“We feel it is in the real spirit of Jimmy Choo,” he commented. “The North America region is our strongest territory for Jimmy Choo; it naturally comes as a target for this launch too. We believe this launch fragrance and product mix is a great match for South American customers as well indeed, and therefore for Americas TR customers as well,” he added. The goal is to reach 2019 sales levels again by next year and have I Want Choo generate 20-25% of those sales.
Benacin was joined in the presentation by Delphine Pommier, Marketing & Communication Executive VP at Interpafums, and Sonia Constant, Senior Perfumer at Givaudan, who along with two of her colleagues, created the sparkling floral oriental juice.
The eau de parfum fragrance is composed of two main accords—a Red Accord of red spider lily, and a Gold accord made of jasmin. It opens with fresh notes of velvety peach and juicy mandarin with a base of vanilla.
The name is a play on the words “I want you” and is named after the Jimmy Choo fashion collection brought back in 2018, when the House was acquired by global fashion luxury group Capri Holdings.
The curved bottle is enhanced with the JC logo in gold on the glass.
The outer package is in sparkly red glitter reflecting the daring and glamour of the Jimmy Choo line.
The new campaign goes back to the roots of the brand, explained Pommier, with three young ladies in a dressing room filled to the ceiling with shoes. The diverse trio are having fun, smiling, joyful, glamorous and confident as they get ready to go out on the town. The campaign was filmed in London last January.