Fendi by Fendi c1985

Fendi by Fendi: launched in 1985 in association with Florbath Profumi di Parma. In USA in 1987.

The name Fendi is well known in the world of fashion for fabulous furs and great clothes. In 1985, the five famous sisters, Anna, Carla, Franca, Alda and Paola, wanted a perfume that would be the ultimate: mysterious, passionate and enchanting, and inspired by their Roman environment.

Fendi approached the world of fragrance very carefully, with Elizabeth Arden manufacturing the fragrance, the fragrance was first sold exclusively at Bloomingdales with one half ounce of the parfum retailing for $100 and 1.7 oz of the eau de toilette for $32. The fragrance was distributed by Elizabeth Arden's Bethco division. 

Speaking through an interpreter, one of the Fendi sisters, Carla, explained, “More than provocative, it’s more important to do something different. We want the person who chooses Fendi do so because she loves Fendi. We“Wanted our fragrance to be everything...pure emotion on the skin, mystery, beauty, passion.” The fragrance was aimed at what Carla saw as “a modern woman. A working woman, but one who never leaves nor neglects her femininity.”

When speaking about the design of the elegant packaging Fendi revealed that the double F logo is “a crowning of our work style.” The perfume captures the Fendi spirit that has its heart in Rome. The fragrance is "the passion of Rome" and the neo-classical bottle reflects Rome with its classic lines and golden coloring (like a Roman sunset).

Fragrance Composition:

So what does it smell like? It is classified as a chypre floral fragrance with woody and spicy notes. It begins with an aldehydic flowery top, followed by an elegant floral heart, resting on a woody, powdery base. Its unique scent is made from roses, jasmine, ylang ylang, patchouli, sandalwood, musk and amber.

• Top notes: rosewood, bergamot, aldehydes, mandarin orange, coriander, lemon and cardamom
• Middle notes: jasmine, tuberose, nutmeg, ylang-ylang, rose, jasmine, orris, carnation, lily of the valley, geranium and cypress
• Base notes: myrrh, benzoin, tonka bean, vanilla, leather, spices, patchouli, vetiver, sandalwood, cedar, ambergris, oakmoss and musk

Bottle:

Presented in a bottle designed by Pierre Dinand in 1985. The bottle was manufactured by both Pochet et du Courval and R. Bormioli. The plastic was by Mayet, a blow molding specialist (plastic materials and mascara packaging) and Inca, one of the leaders in the global market for luxury packaging that specialized in the development of packaging components in aluminum and plastic destined for perfume and color cosmetics.

When introduced, the 28ml parfum retailed for $225. The 50ml Eau de Toilette retailed at $45.

If your box has an original retailer's price tag on it, use this handy guide to help figure out the date according to US department store prices:

• 0.47 oz Parfum retailed for $100 from 1987, from 1990 onward it was selling for $110.
• 0.93 oz Parfum retailed for $160 from 1987, the price rose to $165 in 1988.
• 1.7 oz Eau de Parfum Spray retailed for $42.00 from 1987, the price rose to $45 in 1988, in 1990 it retailed for $47.50.
• 1.7 oz (50ml) Eau de Toilette Spray retailed for $32.00 from 1987, the price rose to $35 in 1988. to 1990, from 1991-1998 it retailed for $37.00.
• 3.3 oz (100ml) Eau de Toilette Spray retailed for $45.00 from 1987 to 1990 it retailed for $48.00, from 1991-1998 it retailed for $50.00.
• 1.7 oz Eau de Toilette Splash retailed for $30.00 from 1987, the price rose to $32.50 in 1988..
• 3.3 oz Eau de Toilette Splash retailed for $46.00 from 1988.
• 8.4 oz Perfumed Body Lotion retailed for $35 from 1988, the price rose to $37 in 1990.. 
• 8.4 oz Bath & Shower Gel retailed for $27.50 from 1988.
• 3.5 oz Perfumed Soap retailed for $12.50 from 1988.
• 6.8 oz Body Cream retailed for $50.00 from 1989.
• 5.3 oz Dusting Powder retailed for $35.00 from 1990

Fate of the Fragrance:

Fendi by Fendi was originally produced and distributed by Bethco Fragrances, Inc. of New York, New York (a subdivision of Elizabeth Arden-Faberge, Inc). Bethco operated as the upper end American producer of Chloe, Lagerfeld and Fendi perfumes.

During this same time, Fendi was producing the fragrances in Italy, so the labels and boxes will be marked with "Fendi F.p.d.p SPA Parma." While Elizabeth Arden SPA Milano distributed the fragrance in the rest of Europe.

In 1989, Unilever purchased Bethco Fragrances, Inc. If you are looking for the original vintage version, make sure your box or label mentions the "Bethco" name.

In October 1999, LVMH and Prada, the Italian fashion house, established a $900 million joint bid for Rome-based Fendi.

Later reformulations have boxes marked Made in Italy or Made in France.

FENDI PROFUMI SpA FIRENZE" in the label while the second reads "F.P.d P PARMA"