 |
The new, upscale classic, Perry Ellis for Men |
US. Falic Fashion Group will present a selection of novelties at this month’s TFWA World Exhibition in Cannes (Green Village, M52), including the new men’s fragrance from Perry Ellis. The scent made its domestic debut in US department stores earlier this year.
Described as a new, upscale classic, the fragrance was developed in tandem with Perry Ellis International’s Creative Director John Crocco.
A sensual woody juice, Perry Ellis for Men opens with a crisp green apple accord, followed by a frozen ozone accord and bergamot, for freshness. The heart features masculine florals such as orange flower, white lavender and rose, complemented by violet and cinnamon. The base is a blend of amber, black patchouli and warm woods.
The flacon is a heavy glass rectangle, with raised shoulders and linear facets. It sports a woven fabric strap and is topped with a natural wooden cap. The outer carton features a linen look and is embossed with a silver stamp.
The Perry Ellis for Men assortment includes 50ml and 100ml edt sprays, plus a 100ml after shave splash, a 78g alcohol-free deo stick, and a 200ml all over body shampoo.
In addition, a gwp excursion bag was created to support the launch, subject to a qualifier spend of US$60.
The fragrance is being supported by a TV and print advertising campaign, featuring model Nir Lavi. The scenic backdrop featured is the Dead Sea in Israel.
Falic Fashion Group Joelle Guedalia, Vice President Marketing/Creative, Duty Free America, commented: “We believe the timing is perfect to complement the existing presence of the Perry Ellis brand by repositioning the men’s fragrance in line with the fashion and creating excitement and buzz.”
About Falic Fashion Group
Falic Fashion Group is a member of the Falic Group of companies, which are involved in the retail sale, manufacture and international distribution of luxury goods. Falic Fashion Group is a wholly-owned subsidiary of Duty Free Americas Inc, the largest duty free retail store operator in North America. Duty Free Americas operates more than 100 duty free shops located in major international airports such as Miami, New York, Chicago, Boston and Washington, as well as international gateways.
The Falic Group has acquired several brands from LVMH Moet Hennessy Louis Vuitton, including the House of Christian Lacroix (which consists of Haute Couture, ready-to-wear, footwear, accessories, leather goods and fragrances), and the Urban Decay and Hard Candy cosmetics brands.
The Falic Group also serves as distributor and authorised retailer of numerous luxury brands, such as, Lancôme, L’Oréal, Estée Lauder, Cartier, Salvatore Ferragamo, Hermès, Audemars Piguet, Jacob & Co., Victorinox, Lladro and Davidoff.
MORE STORIES ON THE FALIC GROUP
Falic Group targets World Duty Free; “˜We’re very keen and committed’ – Leon Falic – 10/01/08
Falic Group completes Christian Lacroix deal – 25/01/05
Falic Group confirms Christian Lacroix negotiations – 08/01/05
