Need a new scent for your favorite man in your life? Well it’s a man’s world in the world of fragrance this fall as several brands unveil their plans for new male scents:
First up: Givenchy’s music-related concept called Play. In developing the scent, perfumers were told: “Develop a note that’s going to be really original, and once you’ve got it, make two versions of it — one which will be pushing it even more toward originality and the other which is pulling it toward accessibility, making it fresher, easier.” As a result, two iterations of the woody fragrance were formed — Play and Play Intense. To visually differentiate the two, Intense has black outer packaging and Play, white. Justin Timberlake (yum!) fronts the advertising for the new scent. Play is to premier at the end of this month in France, Belgium, Switzerland, the Netherlands, the U.K., Russia, Greece and Kuwait. The rest of the world will get the fragrance in about a year.
Also from Givenchy comes Pi Neo, due out in the U.S. at the end of this month. The fragrance, which is being billed as a Space Age scent, is a riff on Pi, which the house launched in 1998. Givenchy Pi Neo’s juice is a combination of natural ingredients and synthetic molecules exclusive to Givaudan. Pi Neo has top notes of Italian bergamot and mandarin orange, a heart of cedar and patchouli and a base of amber and vanilla. Each of the accords includes a patented, futuristic note. The top note carries Toscanol, an anise-like ingredient intended to give the fragrance energy. In the heart, Safraleine is intended to enrich the woody accord and to add hints of leather, spice and tobacco. The base of the fragrance has Cosmone, which lends a fluidity and hint of ambergris to the scent.
Parfums Christian Dior hopes to tap into a new male consumer — with Dior Homme Sport, due out this fall. The fragrance from the LVMH Moët Hennessy Louis Vuitton-owned brand, targeting men ages 25 to 40, will be the fourth in the Dior Homme collection, which first kicked off in September 2005.
Elizabeth Arden hopes to bring added urban appeal to department stores this September with 9IX Rocawear, the first fragrance to be launched under its Rocawear license. In November 2007, Arden signed its fragrance licensing deal with Rocawear, the clothing label cofounded by hip-hop mogul Shawn “Jay-Z” Carter in 1999 and now owned by Iconix Brand Group Inc. Carter continues to be involved in the business and retains creative control over the fashion, and Arden said that Carter had a strong hand in developing the fragrance — but 9IX is not intended to be “a Jay-Z celebrity fragrance,” said Ron Rolleston, executive vice president of global fragrance marketing for Elizabeth Arden.
In tandem with Guerlain’s 180th birthday, the LVMH Moët Hennessy Louis Vuitton-owned brand is introducing a men’s scent, Guerlain Homme, in the fall. The idea was to “reinvent Guerlain fragrance for men,” said Laurent Boillot, president and chief executive officer of Guerlain. “Let’s create it like it was the first one — the first Guerlain Homme fragrance. That’s simply why we rapidly came up with Guerlain Homme as its name.” Guerlain Homme was conceived with a younger consumer in mind. The citrus, aromatic woody juice was created around ingredients similar to those found in a mojito — namely, lime, mint and rum notes. There’s another accord of bergamot, green tea and geranium notes and a facet of cedar and vetiver notes, among others.
Parfums Kenzo is banking on flower power again for its new men’s scent, Kenzo Power, due out starting at the end of August. It is the seventh fragrance for guys from the LVMH Moët Hennessy Louis Vuitton-owned brand and comes eight years after its blockbuster Flower by Kenzo women’s fragrance. The new fragrance will be introduced in North America, Europe, Russia and Australia between the end of August and early September. In the U.S., it is to be launched exclusively in Bloomingdale’s and in Canada in The Bay.
So head out and get something nice for your husband, boyfriend or best gay friend!