ITALY/FRANCE. L’Oréal Produits de Luxe International this week launched Diesel Fuel for Life, its eagerly-awaited debut fragrance duo – one for women and one for men – from Italian fashion and lifestyle brand Diesel.
The line – which features distinctive, innovative packaging – was launched in European travel retail markets on 27 August. It will be available in the channel in the Americas from September with Asia to follow in October. The 75ml feminine fragrance will retail domestically at €66, while the 75ml for men is priced at €59.
Both juices were developed by Firmenich. Fuel For Life For Her features blackcurrant, chypre, jasmine, patchouli and amber. Fuel For Life For Him is composed of star anise, heliotrope and lavender.
The fragrance flacons are oval in shape, and each comes complete with a separate pouch in addition to the outer carton.
L’Oréal Produits de Luxe International has huge aspirations for the new brand. Click here to view one of the promotional campaigns for Fuel For Life featuring the tag line “Are you alive?”.
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Scenes from an extraordinary launch party as guests were taken in old-style luxury by train to a cavernous railway shed; (Below left) Diesel founder Renzo Rosso talks with the media at the launch of Fuel For Life | |
The launch party – details of which were embargoed until this week – was held in France on 7 June. Press from all over the world were invited on a train journey departing from the Gare de l’Est in Paris. They were taken to a unique and spectacular launch party in a giant railway shed. The bohemian atmosphere, a cross between a 1930s nightclub and an old-style circus ring, was designed as a feast of the senses.
L’Oréal announced the licence agreement in early 2006. Diesel, founded in 1978, describes itself as a cult brand among 18-35 year-olds. Building on his original approach to jeans and high-end casualwear, Founder and President Renzo Rosso developed a unique lifestyle brand that is illustrated in an emblematic way through innovative advertising campaigns and unconventional marketing techniques.
The Diesel fragrance licence was previously held by German company Marbert. The products developed by that partnership – which ended in 2004 – are no longer sold.
For more details please visit the Fuel For Life interactive website here.
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‘Use with caution’: Diesel’s new fragrance Fuel For Life – “Are you alive?” | |
MORE COVERAGE OF DIESEL
The L’Oréal Group inks fragrance deal with Diesel – 17/01/06
