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The Versace Eros print visual |
Euroitalia presented Eros, the new men’s fragrance from the house of Versace, at this month’s TFWA World Exhibition in Cannes. The scent will be launched in Italy at the end of November. The worldwide roll-out is scheduled for 2013.
Named after the Greek god of love, the Eros fragrance aims to epitomise passion, beauty and desire – and also showcase the perfection of the male body. It incorporates elements of Greek mythology and classic sculpture, all of which are familiar Versace brand codes.
The Eros juice, composed by Aurélian Guichard, is a fresh, oriental woody. It opens on notes of mint oil, lemon zest and green apple, building to a heart of Tonka bean, Ambroxan and geranium flower. The base blends vanilla, cedar and vetiver.
The turquoise fragrance flacon aims to reference the Mediterranean sea, and also Greek-Roman art and culture, but in a contemporary way, the brand maintains. The eye-catching Versace Medusa motif features prominently on the centre of the bottle, and on top of the gold-coloured cap.
The full Eros product line-up comprises 30ml, 50ml and 100ml edt sprays, a 100ml after shave lotion, a 100ml Comfort after shave balm, a 100ml deo spray, a 100ml deo stick and a 250ml shower gel.
The print ad campaign was shot by Mert & Marcus, under the creative direction of Donatella Versace. It depicts US model Brian Shimansky carrying an over-sized bottle of the fragrance. The accompanying TV campaign tells the story of a virile Greek male, who battles with the elements to shoot an arrow into the stormy sky and bring the Eros fragrance to life.
In other news, Euroitalia also previewed Versace Pour Homme Oud Noir, an edp that has been created especially for the Middle Eastern consumer, at Cannes. It will be on-counter from January 2013.
New Moschino scents, and the debut feminine fragrance from designer John Richmond, will also be launched in the first half of next year.
