Agent Provocateur to launch scent in brand spin-off drive

Agent Provocateur, the lingerie retailer owned by Vivienne Westwood’s son Joseph Corre, is to launch its first perfume as part of a brand extension programme.

Signature fragrance Agent Provocateur Parfum will be launched in August and be available exclusively at Harvey Nichols and Agent Provocateur stores for one month, as well as through the lingerie label’s website. A national roll-out will follow.

The scent was created in conjunction with CPL Aromas and aims to reflect the sensual and exotic nature of the retailer’s lingerie. It contains saffron oil, magnolia flowers and Egyptian jasmine and will retail for about &£39 for 50ml. A 100ml bottle will also be launched.

The fragrance’s release will be followed by the pre-Christmas launch of a range of bodycare and lifestyle products containing the scent, including a body lotion, massage oil and candles.

Leonardo, an offshoot of Leo Burnett, is creating an advertising campaign for the perfume. In the past, the lingerie company has used TV, cinema and press ads.

Corre and his partner Serena Rees have set up Agent Provocateur Parfum as a separate company from the lingerie stores in Soho and Knightsbridge, London.

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