Carolina Herrera’s perfume line is poised for explosive growth, and the brand is igniting the fuse.
Introducing La Bomba, a fresh addition to the lineup from the brand, launching on Monday in the travel retail sector prior to a worldwide release starting this autumn, perfectly timed for the season.
fragrance
It’s the crucial holiday season. The prices vary based on size, ranging from $90 to $165 for 80 ml.
According to a statement released by the company, La Bomba represents their biggest fragrance release since 2016, when they launched the iconic stiletto-shaped Good Girl perfume. The financial reports of parent corporation Puig for 2024 reveal that this particular fragrance has emerged as the top-selling women’s scent both within the U.S. and worldwide based on revenue generated.
Now the brand is prepared to delve further into the market segment.
Carolina Herrera is among the brands of
Puig
A portfolio with aspirations to evolve into a 1 billion euro brand, Good Girl experienced remarkable success in 2024,” stated Marc Puig, chairman and CEO of Puig, in an email. He further noted that Herrera played a crucial role in helping the company maintain its dominance in Latin America across various sectors including fashion, fragrances, and cosmetics.
Leaders chose not to share their thoughts on anticipated sales. Puig’s finances.
outcomes for the initial three months
demonstrate that the perfume and style department, which includes
Carolina Herrera
grew by 10.4 percent organically, reaching 896.4 million euros, largely due to an increase in fragrances. Throughout the company, Puig anticipates a sales growth of 6 percent to 8 percent for the year 2025.
In the U.S. market, perfume continues to be the most vibrant segment within beauty products, overtaking skincare to become the second-biggest sector measured by revenue in 2024. During the initial three months, this fragrance category saw a growth rate of 4%. Luxury designer perfumes make up the bulk of these sales and remain dominant.
primarily influenced by established participants
such as Carolina Herrera.
Yet Puig attributes both the category’s growth – and Herrera’s – to a new wave of consumption patterns. “Premium fragrances are no longer something people wear on special occasions but are part of everyday life. We’re seeing more interest in personalization, layering, high-end perfumes and niche scents, especially among younger consumers,” he said. “People want fragrances that feel unique. We have tried to capture that with La Bomba, which is a bold and expressive scent for today’s consumer.”
La Bomba,” crafted by Givaudan perfumers Christophe Raynaud, Louise Turner, and Quentin Bisch, features an opening notes of red dragon fruit, followed by prominent scents of cherry peony and frangipani, which then transition into a spicier vanilla base. This vegan fragrance consists of 86 percent naturally derived components.
“It’s a different woman than the Good Girl consumer,” said Ana Trias Arraut, president of Carolina Herrera, Nina Ricci and Dries Van Noten at Puig, who thinks the juice is universal and is looking more at psychographics than demographics in terms of consumer targeting. “We went with an archetype of a woman that is much more emotional, much less controlled. La Bomba is very free, spontaneous and unafraid to express feelings. Good Girl is a much more controlled woman.”
While the aim is to broaden the brand’s appeal to consumers who think differently, it still ladders up to the same brand ethos.
what distinguishes it is its ability to harmonize opposites: discipline alongside exuberance, classical style paired with irreverence, and a lively Latin essence combined with distinctively sophisticated New York flair,” stated Jose Manuel Albesa, president of Puig’s beauty and fashion division, via email. “this blend creates a distinctive presence for the brand within today’s divided cultural and stylistic environment.
With this aim in mind, La Bomba, developed over approximately four years, originated from the same philosophical perspective.
Albesa stated, “Whenever we launch a new product, particularly a new cornerstone, it needs to be more than merely about fragrance; it should embody an idea.” He added, “This is a strategic choice, one that’s only pursued when we think we have something innovative enough to broaden the scope of what our brand represents and captivate consumers with renewed significance. While flanker scents and line expansions contribute to maintaining consistency, introducing a new cornerstone reflects our aspirations, ingenuity, and belief in enhancing the cultural impact of the brand.”
Albesa emphasized that the brand allows them to seamlessly transition between different age groups, regions, and cultural perspectives. She cited the popularity of Herrera’s 212 line in Latin America as well as the global allure of both Good Girl and Bad Boy fragrances. Albesa further noted that their achievements extend beyond mere sales figures; they also push the boundaries of creativity and strategic vision.
He has a strong inclination towards younger consumers. “La Bomba introduces an additional dimension: emotional genuineness as a source of strength. This is a modern-day statement that we think will connect deeply with a fresh cohort of consumers looking for significance and engagement through their clothing choices.”
The feeling of liberation motivated the butterfly-inspired flacon design, as stated by Trias Arraut, and this moniker was chosen in honor of the renowned former editor who has passed away.
Diana Vreeland
Her nickname for Carolina Herrera remains unchanged. Despite 2025 being designated as the year of La Bomba, she continues to see potential in other areas within the brand’s lineup.
“We’re still keen on building Good Girl, and extending that to types of fragrances that still make sense,” she said. “But we thought at this point we were able to bring something new.”
Trias Arraut attributed the brand’s expansion to the synergy between its fashion and beauty divisions, which are progressively collaborating more closely. As an example, the launch campaign spearheaded by
Vittoria Ceretti
This allows us to showcase a different facet of style from Wes. Vittoria is seen wearing multiple outfits designed by Wes [Gordon, the creative director at Herrera], which highlight the vibrant aspect of the brand,” she explained. “In relation to the classic Good Girl campaign, our focus was somewhat lighter.
Gordon mentioned that his main focus was on crafting clothing for Ceretti’s campaign. He explained, “When I designed the wardrobe, my approach wasn’t just about assembling looks; it was more about setting a mood.” According to him, this element is crucial for making impactful perfume campaigns—essentially highlighting aspects like who the woman is, what she stands for, and how she carries herself.
He continued by characterizing Ceretti as possessing “a classical elegance to her beauty along with a sharpness, which mirrors the dual nature of the fragrance itself.”
Vittoria isn’t just stunning; she’s also a worldwide symbol of inspiration. What drew us to her was her genuine nature, particularly how confidently she embodies the character of La Bomba and leads an unreserved life. She openly shares her feelings, even when we were filming promotional materials, showing spontaneity without holding back,” explained Trias Arraut. “During our interview sessions too, she was vibrant, unrestrained, full of laughter as she enthusiastically shared what excited her about joining the project. Choosing her for this role was incredibly straightforward.
The hues of the bottles pay homage to the brand’s color scheme. As Gordon mentioned, “This pink-and-red bottle exudes both classicism and rebellion; it embodies a lively, dynamic, and spirited sophistication,” making it a signature element recognized throughout various aspects of the company’s operations.
He stated, ‘Regardless of whether it’s for collections or packaging, these are the hues we currently employ.’ For La Bomba, this specific vibrant fuchsia has been renamed as LaBombapink.’
Gordon doesn’t merely use comparable visual elements across these enterprises; he views his customers in the same manner as Trias Arraut does.
Exactly how I view our fashion, it’s not defined by geographical location, age group, or demographics; rather, it represents a mindset,” Gordon stated. “This is for women who live with great enthusiasm, embracing life as one big exclamation point and reflecting this through their attire. Their clothing and perfumes serve as their superhero cloaks.
The potential for the brand hinges on its ability to effectively connect with that mindset.
Gordon stated, “Fashion and beauty align perfectly since we emphasize that our clients fully adopt their outfits. They seek attention, dressing with happiness and enjoyment in mind.”
“Their presence is striking; they’re far from being unnoticed individuals. This is evident in the vibrant Andy Warhol portrayal of Mrs. Herrera, featuring her signature crimson lips, dramatic eyeshadow, large jewels, distinctive hairstyle, elegant attire, and vivid hues. By emphasizing these elements and capturing this woman, one can easily see how they relate to fashion, cosmetics, perfumes, makeup, and various sectors within our industry,” he went on to explain.
The initiative will be launched with a debut phase, succeeded by a holiday-themed effort and an extensive digital push across various platforms.
Trias Arraut explained that they had gleaned this insight from Good Girl – sustainable growth requires developing initiatives gradually over time. ‘Our aim is to create a lasting legacy rather than focusing solely on immediate launches. We have numerous upcoming ventures planned to continue strengthening La Bomba,’ he stated.
This is why the item will initially head to travel retail channels prior to the start of the summer tourist season, followed by a global rollout to all retailers.
“It’s crucial to initiate your marketing efforts in travel retail prior to the surge in tourist activity. This allows you to showcase it globally since countless individuals will be traveling,” she explained. “Later, in August and September, we’ll roll out our campaign universally. Our aim has been to incorporate the concept of the butterfly into our points of sale, along with weaving plenty of narrative elements. Ultimately, consumers aren’t just seeking products; they’re also searching for experiences and enjoyable moments when engaging with our brand.”
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