Fendi launched a new women’s fragrance called Furiosa, which means “furious” and “feisty” in Italian. The perfume came out on the market in September 2014, done under the umbrella of LMVH company, and its launch is supposed to strengthen the position and identity of the brand when it comes to perfumery. Furiosa is announced with the slogan: “The Essence of Wild Femininity. The composition was developed by perfumer Francois Demachy. Accords that are contained include Calabrian bergamot in the top, wallflower (violaciocca) at the heart and amber in the base.