Bulgari Fetes New Scent, Outlines Strategy for Fragrance Business

COMO, Italy — Joy was promised, joy was delivered. On a breezy Italian summer Tuesday night, Bulgari hosted a chic event at the 16th-century Villa Pizzo overlooking Lake Como to introduce Tubereuse Mystique, the brand’s latest scent for women and fifth addition to the Splendida Bulgari collection of fragrances. “The initial purpose of Bulgari is really to share the joy of crafting the gems of nature, so our passion is to deliver joy,” said Bulgari’s chief executive officer Jean-Christophe Babin ahead of the event. As the day turned to dusk, guests including The Attico designers Gilda Ambrosio and Giorgia Tordini, models Anna Cleveland and Lady Kitty Spencer and a range of influencers crossed the lake by boat to reach the location, which was set up with tuberoses and illuminated with blue-hued lights. The event marked another leg of Bulgari’s annual Grand Tour around Italy, after the presentation of the Cinemagia haute joaillerie collection staged last month in Capri. This time, the Roman jewelry house left its hometown and looked north to opt for a location that could evoke the mysterious and sensual emotions the Tubereuse Mystique fragrance aims to embody. In particular, the scent focuses on exalting the tuberose, a nocturnal flower Bulgari harvested after

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