INTERNATIONAL. Coty Prestige has extended its Davidoff Silver Shadow men’s fragrance with a new version, Silver Shadow Altitude. It will be launched in Europe, the US and Asia in March.
Like the original, unveiled in Paris in summer 2005, this latest fragrance is a luxury scent for grown-ups. However, it is said to catch the Davidoff Silver Shadow man “at a different moment and in a different mood.”
As its name suggests, the fragrance theme and advertising revolve around aviation and flying high. The print campaign, shot by photographer and aviator Michel Comte, features model Stephen Diehl posed in front of a plane against a backdrop of blue sky.
The juice is a blend of spicy and hesperidic notes. It opens on a burst of freshness courtesy of juniper berry, grapefruit and green pepper, leading to a spicy heart composed of cumin, curcuma, cardamom, lovage and white cedar. The base is blend of cashmere wood, incense and crystal musk.
The fragrance flacon is a combination of clear glass and smooth silver, revealing the clear blue juice within. The outer carton echoes this blue and silver colour-scheme, with a double row of rivets designed to evoke the construction of an aircraft wing.
Silver Shadow Altitude is available as a 50ml and 100ml edt spray, a 100ml after shave splash, a 100ml after shave balm, a 200ml hair & body wash and a 75ml deo stick.
In other Davidoff news, Coty has unveiled the latest seasonal limited editions for Davidoff Cool Water and Cool Water Game. They will be launched worldwide from April.
The Happy Summer collection – described as a mood-enhancing cocktail of colour and scent – comprises Davidoff Cool Water 125ml, Davidoff Cool Water Woman 100ml and Davidoff Cool Water Game For Him and For Her (each 100ml).
The colour-scheme for both masculine fragrances is a graduated blue/green yellow, while the two feminine scents are turquoise and fuchsia. A Happy Summer motif, complete with a sunshine icon in either yellow or pink, adorns the outer cartons.
Lastly, Coty has extended its Joop! franchise with a new masculine fragrance called Joop! GO. It will be introduced in Europe and the Pacific region from March.
Described as a defiant new fragrance from the house of Joop, the line targets a younger, “must-do” audience with a “jump-in, full throttle attitude to life”, according to the company.
The distinctive juice features top notes of wild blood orange, frozen rhubarb and a pimento berry accord, giving way to a heart of violet, cypress, and geranium bourbon. The dry-down includes woody base notes of fir balsam and musk.
The fragrance flacon is a tall, chiselled green, as is the outer carton, and both feature an engraved exclamation mark.
The Joop! GO range comprises a 50ml and 100ml edt, a 100ml Vitalizing After Shave Splash, a 100ml Soothing After Shave Balm, a 200ml Stimulating Hair & Body Shampoo, a 75ml Refreshing Deodorant Stick and a 150ml Cooling Deodorant Spray.
The advertising campaign, shot in Berlin, features model Bernhard Schaberni clad in a bright green shirt “surfing” down the “no-go zone” between two escalators.
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