Interparfums strengthens Middle East strategy with Roberto Cavalli’s Serpentine launch

Interparfums’ Roberto Cavalli Serpentine launch at Dubai Duty Free delivered strong results during its exclusive May-August run earlier this year. This launch represents Interparfums’ first major push with the Roberto Cavalli license, which the company acquired in 2023. “The response was very encouraging as we gear up to our global launch timing of September,” says Jean Madar, Chairman of the Board & Chief Executive Officer, Interparfums USA.

The fragrance’s strong opening weekend performance has positioned the company to execute an aggressive Middle Eastern expansion strategy, with partnerships across Emirates Airlines, Jeddah Airport and multiple duty free operators in Qatar, Abu Dhabi, Beirut and Bahrain throughout Q3 and Q4.

The Serpentine exclusive period, which ran from May 26 through August 1, featured eight points of sale within Dubai Duty Free, supported by large-scale outpost animations and media campaigns during the first half of June.

Strategic market entry

The Dubai Duty Free exclusive launch targeted a market where the brand already has strong recognition. “Given the existing, notable brand awareness of the Roberto Cavalli brand in the Middle East, we made a conscious and strategic decision to launch exclusively with Dubai Duty Free,” Madar explains.

Early consumer response data shows promise beyond that region. “In Italy, another clear focus market, we see Serpentine being listed with retailers that haven’t sold the Cavalli brand in many years,” Madar explains. “All very promising!”

Data suggests the fragrance is achieving broad appeal across the targeted consumer base. The company positioned Serpentine to capture “all that the Roberto Cavalli brand is: sexy,seductive, and bold” while ensuring global market viability.

Fragrance architecture

Serpentine features a complex fragrance architecture designed for global appeal. “Notes of cardamom, bergamot, jasmine, vanilla and patchouli deliver us a unique blend of floral, wood and amber. This gives the customer a seductive scent that matches the profile of the brand and the campaign, featuring Natasha Poly,” Madar explains.

The development process focused on creating a scent that would resonate across diverse markets. “The fragrance had to be bold, mesmerizing, and offer a global appeal while also playing well into the Middle East customer base, where the brand awareness is strong and growing,” Madar says.

This approach aligns with Interparfums’ broader strategy of building on the success of the Roberto Cavalli fragrance business. “This was a brand we wanted to infuse with fresh energy, reintroducing the unapologetic flair and sexiness that define Roberto Cavalli fashion into its fragrance offerings,” he says.

Engineering excellence

The development process centered on a bracelet keepsake component that demanded extensive internal team coordination across sourcing, production and quality testing. “The engineering of this project has been nothing short of both incredibly challenging and immensely rewarding,” Madar says.

“The work from our internal teams – not only in the sourcing and production of the bracelet keepsake, but the meticulous testing of the final product in delivering customers the ultimate satisfaction in their experience of Serpentine – was like nothing we’ve ever done before,” he adds.