 |
 |
Scents of Adventure: the new men’s fragrance from Davidoff and Coty |
INTERNATIONAL. Coty Prestige is to embark on a new olfactory journey with its Davidoff brand, through the launch of its new men’s fragrance Davidoff Adventure, fronted by actor Ewan McGregor.
The scent will be launched worldwide from February 2008.
McGregor, a Scotsman, is well-known internationally thanks to his roles in Star Wars, Moulin Rouge, Trainspotting, Big Fish and Miss Potter. Acting aside, McGregor is also known for his Long Way Round 20,000-mile round-the-world motorcycle journey in 2004, and his current expedition, Long Way Down, from the northernmost point of Scotland to the southernmost tip of Africa.
“Ewan McGregor is a natural choice to represent Davidoff’s newest male fragrance,” explained Coty Prestige Senior Vice President International European Marketing Licenses Françoise Mariez earlier this year.
“Not only is he one of the most talented actors of his generation, but he also has a charisma and an authenticity that will be very important for the new Davidoff fragrance.”
And McGregor’s well-documented wanderlust dovetails perfectly with the Davidoff Adventure concept. “I think it is important to go out and discover what an extraordinary world we have, and the people who live in it, and to broaden our minds instead of to narrow them,” the actor explained.
“The thing about a real journey is that you have to lose control of it. You can’t control an adventure. You have to give yourself in to accepting whatever experience is around the corner, and you never have any idea what that might be.”
The fresh-spicy-woody Davidoff Adventure juice “explores uncharted fragrance territory”, according to Coty. The top notes feature mandarin, lemon, bergamot, Maté Leaves and black pepper, and are designed to conjure the sudden freshness of a rain forest after a shower.
The heart evokes wild, earthy spices, such as black sesame and south American pimiento. Exotic woods characterise the dry-down, teamed with white musk and vetiver.
The fragrance flacon, designed by Alnoor, resembles an adventurer’s flask. The design is sturdy and masculine, with a sleek, silver metal surround.
The outer carton sports a rugged grain of leather look, offset by a saddle-stitch motif. The name Adventure is embossed in yellow across a rich, brown background.
The Davidoff Adventure range comprises 50ml and 100ml edt sprays, a 100ml after shave splash, a 100ml after shave balm, a 200ml hair & body shampoo and a 75ml deo stick.
The advertising campaign featuring McGregor is composed of print (shot by Steven Klein) and TV, directed by Seb Edwards. The Art Director is Select’s Olivier van Doorne.
MORE STORIES ON COTY PRESTIGE
Coty Inc acquires Del Laboratories – 10/12/07
Coty Prestige accessorises Marc Jacobs Daisy and intensifies Euphoria – 28/11/07
