Fashion house Ocsar de la Renta is releasing its first fragrance in ten years.
Live in Love is set to hit shelves on October 15th in America and Canada and next year February in U.K., Germany, France and Spain.
Oscar has stated that his principle goal with this new project was to: “create a new fragrance that a woman will fall in love with.”
The second aim was to create a striking visual presentation “in a manner that will get attention.”
After difficulty of finding a name Live in Love came to the designer by chance as it was tattooed on the arm of one of his head tailors.
Oscar said: “My goodness, what a great name. I’m sure that has been registered by 100,000 people.
“This is about how you embrace life — you live in love. It’s not a person…it’s loving the life you live, what you give, what you have received.”
The first fragrance offering by the label Espirit d’ Oscar Eau de Parfum back in 1977 is renowned as one of the first big perfumes to come from an American fashion house.
A re-launch earlier this year of Espirit d’ Oscar has seen a surge in retail sales, estimated to be in the region of $7 million. Live in Love is expected to reign in approximately $15 million.
Live in Love will have to compete with other floral fragrances on the market but what sets it apart is “its greenness” according to Michele de Bourbon, vice president of the fragrance’s marketing division.
The bottle was designed by de la Renta himself with the eight faceted sides signifying the different aspects of a woman’s life.
Prices will range from $58 for a 1-oz. eau de parfum to $98 for the 3.4-oz. size. The body lotion will cost $49.
A unique social media campaign will be incorporated into the launch with the aid of Twitter, Facebook, Tumblr raising the profile of the highly anticipated product.