LVMH Ends Fendi Palazzo

by Deidre Woollard (RSS feed)
Feb 9th 2009 at 7:02PM

The lone Fendi fragrance, Palazzo, has been scrapped by LVMH. The company has said that it will stop producing the Fendi Palazzo women's scent. Fendi Palazzo was introduced in summer 2007 and was meant to be the start of the relaunch of the Fendi fragrance division. According to Baseneotes, LVMH acquired the license to create the Fendi fragrances from YSL Beaute in 2005. It then discontinued existing Fendi scents, clearing the way for Fendi Palazzo. The new scent with its depiction of a store on the bottle and a scent of Bulgarian rose, orange blossoms, tangerine, bergamot, lemon, pink pepper, and jasmine meant to convey a sophisticated yet feminine air. In 2007 it was given a lavish launch that included an artsy black and white commercial (embedded after the jump).

WWD quotes Gabriella Scarpa, Country General Manager for LVMH Perfumes and Cosmetics in Italy who said that sales had been "encouraging, but didn't meet expectations." The scent was a beloved by many perfume fans who will be heartened to know that LVMH haven't ruled out a return to the fragrance market for Fendi at a later date.