The Dolce & Gabbana perfume that's set make $150 million dollars

Perfume is a big business, about $95 billion a year in sales to be precise. But Procter & Gamble think they're going to get the biggest slice next year with their soon to launch new fragrance, 'The One Desire' by Dolce & Gabbana.
The Italian brand is already one of the most successful fashion houses in the world, but hot on its heels is the beauty division, owned by Procter and Gamble (P&G), that's set to come near to the one billion dollar mark in 2013. With stars like Scarlett Johansson as their face and international make up artist Pat McGrath part of their creative genius, it's no surprise. In an interview with WWD Luigi Feola, P&G Prestige vice president, described their new scent The One Desire as ""a new blockbuster fragrance. This [scent] will be one of the top initiatives of the year in the industry." "This is for the woman who wants to feel unique, beautiful and sensual," said Feola. "She owns the room when she enters. She's not just noticed, she attracts the attention of everybody and is sexy but not vulgar." WWD reported that industry sources estimated P&G would be spending at least $30 million on an advertising campaign - again fronted by leading lady Johannson and shot by Terry Richardson - in the first year alone. But when the return is five times that figure, it suddenly seems like smart economics. The juice itself, created by the Stefano Gabbana and Domenico Dolce themselves along with P&G's in house fragrance team, starts off with the same base as the original fragrance 'The One', but this time has had tuberose, caramel-infused vanilla, sandalwood and musk added to it before being locked up in a beautiful chunky black and gold bottle. "When we work on fragrances and make-up, we always try to stay true to our DNA. Black and gold are classic colours for Dolce & Gabbana, and the black gem cap is a bit Thirties in style," explained Gabbana. While it sounds beautiful, we've done the maths and sales of $150 million would mean shifting an enthusiastic 161,2903 of their mid-sized bottles. It launches in over 18,000 doors worldwide from January, (springtime in the UK), and it's going to have to work hard for its money.