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The Perry Ellis billboard in NYC’s Times Square |
Falic Fashion Group (FFG) has unveiled a new flagship men’s fragrance from the house of Perry Ellis. It made its US domestic debut in August.
The fragrance is described as a fresh, woody scent that reflects the Perry Ellis man’s witty, casual confidence.
The juice opens on notes of bitter orange, cardamom, coriander and clary sage, building to a heart of fir, mint, cedar and lavender. The base blends sandalwood, patchouli, white moss, Tonka bean, amber and musk.
The flacon was inspired by the signature Perry Ellis “dot”. An ink-coloured metal case encircles the teal glass bottle, which reveals the fragrance within.
The advertising campaign, shot by Daniel Jackson, echoes the brand’s Very Perry campaign, which features studio-style images that are “interrupted” by whimsical, unexpected events. In the ad for the fragrance, model Paul Kelly jumps to catch a larger-than-life bottle of the scent.
“The ad for our new Perry Ellis fragrance embodies the charm and wit embraced by the Perry Ellis man,” explained Vice President of Marketing Matt Cronin. “We played up the oversized nature of the bottle to add an unexpected dimension to the advertising image, sending a powerful message about the Perry Ellis man and fragrance.”
The tag line for the campaign reads, “Be Very. Like Perry.” The ad will run in selected fall print magazines, and will enjoy significant exposure on digital and social media sites, as well as on prominent billboard units in Los Angeles, New York City and Miami.
Perry Ellis Eau de Toilette is available as a 1.7fl oz and 3.4fl oz spray, priced domestically at US$50 and US$65, respectively. A weekender bag gwp is being offered with the latter. For Holiday, FFG has created a four-piece gift set comprising the 3.4fl oz spray, a 1.7fl oz shower gel, a 1.7fl oz after shave balm and a .25 fl oz mini travel spray.
