 |
The new masculine fragrance, Chopard pour Homme |
ITALY. Italy’s famous Mille Miglia race (held this year from 11-14 May) was the backdrop for the latest men’s fragrance launch from the house of Chopard, a key sponsor of the race since 1988.
Chopard pour Homme – created in conjunction with Coty Prestige – is described as a new flagship scent designed to kick-start Chopard’s masculine fragrance business. It will be introduced worldwide in the second half of the year.
The fragrance launch event began in Brescia, where the assembled international press were invited to witness first-hand the start of the Mille Miglia race.
The assorted journalists were then invited to experience for themselves the thrill of vintage car racing, through Italy’s picturesque Lago di Garda region. The various elements of the new fragrance were unveiled at each rest stage or “pit stop”.
The day was then rounded off in style by a prize-giving and dinner attended by Coty Prestige Senior Vice-President Commercial Jean Mortier; Chopard Co-President Caroline Gruosi-Scheufele; and the face of Chopard pour Homme, Brazilian model Ricardo Dupen.
 |
Chopard Co-President Caroline Gruosi-Scheufele: “There is big potential [in men’s fragrances]. Chopard pour Homme is a new pillar on which we can grow” |
The Chopard pour Homme fragrance is being positioned as the olfactory embodiment of the “male dream”. It is described as a modern classic that reinterprets the timeless elegance of Chopard with style and savoir-faire.
It is aimed at the contemporary Chopard man, viewed as someone passionate and successful, with a winning attitude to life.
The juice, created by Firmenich’s Thierry Wasser, is an amber-woody-oriental blend. It opens on notes of yuzu, cardamom and star anise, leading to a heart of nutmeg, bourbon pepper and clary sage. The base features labdanum and cedar wood.
“I related to this project straightaway,” Wasser explained, when asked why he was chosen to create the Chopard pour Homme juice. “The brief was fun and inspiring”¦and I collect watches, so I already understood the craftsmanship and quality synonymous with the house of Chopard.
“I understood immediately what it was necessary to portray [via the juice]. And that’s really what my job is all about: effective communication.”
 |
The Chopard pour Homme advertising visual, featuring model Ricardo Dupen |
The fragrance flacon with designed by Thierry de Baschmakoff, with input from Gruosi-Scheufele. It reflects the precision and craftsmanship of Chopard watches, according to the company.
The bottle is a heavy, blue-tinted glass rectangle, with lines designed to evoke the curves of a watch case or coach of a vintage car. The shoulders and cap sport a gunmetal finish.
The top of the cap bears an intricate dial pattern, to further reinforce Chopard’s luxury watch heritage. The outer carton is a graduated blue, off-set with silver accents.
The full Chopard pour Homme product line-up features 30ml, 50ml and 75ml edt sprays (the 30ml is a limited edition at launch); a 75ml after shave splash; a 100ml after shave balm; a 200ml hair & body wash; and a 75g deo stick.
The advertising visual, shot by Pamela Hanson, portrays the smiling model Dupen jumping behind the wheel of his vintage Austin Healey.
THE VIEW FROM THE TOP
“This is how I would like a man to smell,” declared the charismatic Gruosi-Scheufele, while sampling the new fragrance Chopard pour Homme.
“Through it I perceive a man who has certain values in life. He’s got to have character and class; he needs to be ambitious, an achiever. He takes care of himself, is honest, and understands luxury and prestige. And of course he should be sensual and sexy too,” she noted with a smile.
Gruosi-Scheufele continued: “Luxury, originality and creativity are the key values of the house of Chopard. Not just for the core products of watches, jewellery and high jewellery, but for fragrance too.
 |  |
 |  |
| Highlights of the Chopard pour Homme launch event, which took place last week in Italy | |
“It’s vital that we are coherent with the products within all different areas, be it fragrance, eyewear, pens or accessories. That’s the most important thing when we attack a new area, to have the same values present, in all the details.”
She added: “Character is important too. Generally all our products have a lot of personality.”
Gruosi-Scheufele admitted that Chopard’s men’s fragrance business is much smaller than its women’s. “But we think there is big potential there,” she countered, “especially as the male market is becoming more and more important within the watch sector.
“The fact that we didn’t create a name and called the new fragrance simply Chopard pour Homme is also significant. It’s a very clear statement of how we regard the male fragrance market in the Chopard house. It’s a new pillar on which we can grow.”
And while the distribution will still be selective, in line with Chopard’s luxury positioning, the objective for the fragrance is an appropriate global presence.
 |  |
 |  |
“It’s a fragrance from a luxury watch and jewellery house, so we are not going to challenge those companies whose core range is fragrance,” noted Gruosi-Scheufele pragmatically. “But I think we can still achieve some high rankings in certain markets.
“Coty Prestige wants to take the fragrance out into more markets where Chopard is present with other products. And fragrance by its nature is a more democratic product. It touches more people and represents an entry into the world of Chopard.”
It also represents huge growth potential. “Fragrance generates just 1-2% of Chopard’s total business, so there is plenty of room to grow,” agrees Gruosi-Scheufele. “I think 5% is a good target to aim for. I’m a very impatient person and I’d like to achieve that yesterday, but I realise it takes time to build up the market with the right partner.”
Distribution, obviously, is key. How does Gruosi-Scheufele rate travel retail, from both a personal and professional viewpoint?
“Travel retail has changed extremely rapidly over the past five years, and luxury products are the fastest-growing sector,” she replied. “Airports have completely revamped themselves – often you can believe that you are walking onto the first floor of Harrods.”
She continued: “This development is very much in favour of what we do. We would not even have considered to be in certain airports five years ago, but today it’s a very normal thing.”
Gruosi-Scheufele concluded: “Personally speaking, I’m a big shopper at airports, because it’s the only time I have to do any. I shop when I travel and I’m very quick to make decisions.
“I think the buying process is completely different in a travel retail environment. Either you have decided beforehand and know exactly what you want, or you buy on impulse. You don’t consider; you don’t think about it; you can’t come back tomorrow.
“It’s a completely different sale going on and the whole presentation and products have to go with that. Everything has to immediately convince you.”
MORE STORIES ON CHOPARD/COTY PRESTIGE
The Lancaster Group sparkles anew with Chopard Wish Pink Diamond – 06/05/05 Lancaster creates new fairy-tale infinity for Chopard – 09/06/04
