BPI extends Le Mâle Tout Beau Tout Propre – 11/04/05

FRANCE. Beauté Prestige International (BPI) has extended its Jean Paul Gaultier Le Mâle Tout Beau Tout Propre collection with six new products. They began rolling out in travel retail at the beginning of this month.

The new launches are being supported by a new black-and-white advertising visual (below), said to depict “a new he-man”. The campaign, created in partnership with Jean-Baptiste Mondino, captures a modern man getting ready to go out in the privacy of his own bathroom.

The new products (right) comprise a new spray deodorant, Great Body moisturising body spray, Better Than Tan moisturising face bronzer, Sharp Eyes brown kohl pen & concealer, and Sharp Eyes tinted brow and lash groomer, available in two shades.

The deodorant (€19 for 125ml), said to guarantee 12 hours of freshness, is presented in a vertical embossed block, and delivers an ice-cool shock on application.

Great Body (€22 for 150ml), which contains grapeseed oil, is said to nourish and protect the skin. The fast-drying fluid emulsion is said to leave body hair glossy and skin softer and more luminous.

Better Than Tan moisturising face bronzer (€28 for 50ml) is a sheer, tinted lotion that dries to a long-lasting matte finish, according to BPI. It helps to conceal minor blemishes and signs of tiredness, and is non-staining.

The new Sharp Eyes brown kohl pen & concealer (€19) is suitable for fair skin (the original version features a blue-black kohl and darker beige concealer). It incorporates a light brown kohl pencil, and a brighter beige concealer.

Lastly, there is the Tinted Brow and Lash Groomer, in light or dark (€19 for 7ml). Described as a “tuxedo for eyes”, this comprises a translucent, tinted gel which thickens lashes and tames unruly brows.

It is applied with the accompanying cylindrical brush that is said to volumise and intensify eyes in a new, masculine way.

In other news, BPI has unveiled its summer fragrances (left) from Jean Paul Gaultier. They will be available in travel retail from 1 June.

The alcohol-free version of Jean Paul Gaultier Classique features top notes of orange blossom, Sicilian lemon zest and clementine, leading to a floral heart and a dry-down of vanilla, musk and amber.

The fragrance flacon sports a dress of turquoise and coral, complemented by a tropical fish motif.

The Jean Paul Gaultier Le Mâle Cologne is enriched with notes of mint, ginseng and ginger waters. Instead of the trademark sailor’s jersey, the flacon is decorated with an eye-catching aquatic motif.

The recommended price points are €40 for 100ml and €35 for 125ml, respectively.


BPI creates new “Rock Star” persona for Jean Paul Gaultier Classique – 11/02/05

BPI launches new Christmas coffrets – 10/11/04

BPI seeks top North American sales manager – 04/10/04

Beauté Prestige International (BPI ) launches Narciso Rodriguez into travel retail

Food & Beverage The Magazine eZine