FRANCE. Twelve years after the introduction of the groundbreaking men’s fragrance Le Male, Beauté Prestige International (BPI) has officially unveiled the new masculine scent from Jean Paul Gaultier. It will be available in the travel retail channel from April.
As previously reported, the fragrance is called Fleur du Male and (as the name suggests) flowers are a key component of the concept. The name itself is an irreverent and typically Gaultier play on words, referencing Charles Baudelaire’s famous poetry collection, Les Fleurs du Mal (The Flowers of Evil).
The fragrance line-up comprises 75ml and 125ml edt sprays, plus a 75g deo stick. The recommended price points are €40, €56 and €18, respectively.
Fleur du Male is said to represent a new man, “freed of the past and unafraid of baring his true self”. The fragrance marks the beginning of a new chapter and a fresh start, according to the company.
The juice, created by Francis Kurkdjian, is based on a key white flower: orange blossom. Traditionally, this was used only in colognes and women’s fragrances. In Fleur du Male it makes its debut within a masculine fragrance, claims BPI.
The orange blossom features in the top notes, accentuated by petitgrain leaf and coumarin. It is further developed within the fragrance as part of a fern accord.
The Fleur du Male flacon is modelled on the original Le Male bottle, but coloured a pure white.
The advertising visual shows model Andrés Valencoso happily immersed in a bath of white flowers.
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