Nina Ricci chooses Florrie as the face of ‘Nina L’Elixir’

by Katie on July 19, 2010


I’m very impressed with Nina Ricci and their forward thinking marketing.

Not content with sourcing through the various over exposed young celebrities out there, they’ve created their very own: Florrie, a beautiful, sweet and talented 21 year old British drummer, singer, songwriter and guitarist. The fact that she’s pretty, delightful and super talented will surely help her career but I expect that as the face of Nina Ricci’s new fragrance advertising for the launch of Nina L’Elixir gracing the pages of every every newspaper, magazine and TV won’t harm a girl’s career either. In fact, what a perfect way to launch as a solo artist. Add to this the endless editorial columns and magazine covers establishing Florrie as a new talent and fashion inspiration and we see overnight success written in the stars. Great work Florrie. Fabulous marketing Nina Ricci.



Florrie was chosen from a host of others as she encapsulated the essence of the Nina Ricci girl/woman: On the edge of womanhood, a very modern girl bursting with energy and individuality but still steeped in frivolous girlishness and dreaming of being a 21st century ‘princess’. (Florrie played drums on Girl’s Aloud’s single, ‘The Promise’, folks).

Florrie’s sound and energy is defiantly catchy. It pops out at you and makes you tap your feet. Her bold, attention-grabbing music is described as ‘chunky and svelte, big on ideas and not shy of explosive choruses’. And there’s another French connection, as French disco legend, Fred Falke, has been an instrumental force in defining Florrie’s sound. Florrie’s first track ‘Call 911’ was co-written and remixed by him, and released earlier this year in Feb 2010. It is, though, her reworked and reinterpreted version of Blondie’s ‘Sunday Girl’ that fits the fragrance. The perfect new pop star for the perfect aspiring youthful, feminine fashion house steeped in French design history. Great synergy.

Ricci’s target market for the new fragrance is 15-25 years old and admit that their appeal could go even younger. Which is probably why this new version of Nina L’Elixir, created and updated by perfumier Olivier Cresp, is perfect for a youthful palette with its warm, ultra sweet, ambery toffee appleness and it’s topnote sparkles it is the very antithesis of sharp. Nina L’Elixir is like bathing in toffee apple tinged caramel while sucking on Chupa Chups or Fruitellas. It smells and evokes French youth but will equally appeal to the sweet nature of a ‘Twilight’ generation of young women everywhere, particularly in the USA where gourmand sweet fragrances are ever poular.

Say ‘Nina Ricci’ and the name still encapsulates young French femininity and ingenue as evocatively as saying Vanessa Paradis and Joe Le Taxi. Their ready to wear collections seem to capture the essence of bored, young French girl just waiting to grow up, dressing in grown up clothes but not exactly adult enough to understand the weight of their impact. Flowers, frills, ruffles, bows and lace are used expansively in the Nina Ricci collections. All the girlish indicators of frivolous, flirtatious femininity to devastating effect.


The added surprise is that Nina Ricci’s fairly new head designer is a Brit, Peter Copping. Ex Central St Martins and Royal College of Art student, Copping, was formerly chief design deputy of Marc Jacobs at Louis Vuitton for 12 years after three years with Sonia Rykiel. This brand is serious about updating the house and capturing a modern youth market. Their new Spring/Summer pre collection for 2011 is steeped in Laduree macaroon muted pastel colours which loosely interprets Jackie Onassis’ seventies style. Feminine lightness and romanticism meets urban wear for Nina’s hoards of faithful youthful fans.


Nina Ricci’s hopes to reignite the success of the fashion house with its design, it’s fragrance and its updated feminine appeal looks set to reap rewards. Go Florrie.

See more of Florrie at http://florrie.com/


Have you heard Florrie? What do you think of Nina Ricci’s move to reignite the appeal of the fashion house? Please leave a comment below or in the ‘shout mix’ chat box on the right.

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{ 3 comments… read them below or add one }

Cherie City July 19, 2010 at 10:52 am

So pretty! Nina Ricci are hot on the tails of Miss Dior Cherie with this campaign.

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RFSPblog July 19, 2010 at 3:41 pm

Love your blog!
Congratulations!

http://rfspblog.blogspot.com/

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Anonymous November 30, 2010 at 10:32 pm

Love the dress in this advert! I’m getting married in July and would love my bridesmaids to wear something like this. Does anyone have any suggestions as to where I could buy something similar?

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