SPAIN. The Puig group and Paco Rabanne are going for gold in a big way with the launch of their new men’s fragrance, 1 Million. The scent is rolling out now in Europe, Middle East, Russia, Asia, Latin America and North America travel retail.
Gold has long played a role in the Paco Rabanne heritage. Forty years ago, the designer created a dress made with nine kilos of fine gold, inlaid at the collar with 300 carats of diamonds. It was worn by singer Françoise Hardy.
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The colour – and the scent – of money: the new 1 Million men’s fragrance from Puig and Paco Rabanne |
“Gold is the symbol of power, royalty, something profoundly virile,” asserted Rabanne. The 1 Million concept harnesses all those quantities, teamed with seduction, fantasy, desire – and bling.
The striking 1 Million bottle, designed by trained sculptor Noé Duchaufour-Lawrance, resembles a gold ingot, and is engraved on the front with the 1 Million logo.
The juice – a joint effort between Christophe Raynaud, Olivier Pescheux and Michel Girard – opens on fresh notes of grapefruit, mint and blood mandarin, leading to a heart of rose absolute, cinnamon and spice. The base is described as a velvety harmony of leather, white wood, amber and patchouli.
The 1 Million product line-up features 50ml and 100ml edt sprays, priced in travel retail at €37 and €49, respectively. The ancillaries include a 75ml after shave balm (€23), a 100ml after shave lotion (€34), a 150ml shower gel (€18), a 150ml deodorant spray (€17) and a 75ml deo stick (€15).
The black and white advertising campaign features model Matt Gordon, and was shot by (print) Nathaniel Goldberg (and screen) Paul Gore. Gordon’s persona is that of a well-groomed, virile seducer who gets everything he wants with a click of his fingers.
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