US. Aramis has launched what president of Aramis and Designer Fragrances John Karp described as “the most important event in the last 10 to 15 years of this division of the Estée Lauder Companies”, a new male fragrance called Aramis Life.
Aramis has signed a long-term agreement with tennis superstar Andre Agassi (pictured) to promote the fragrance. The tag line to the promotion is “Life. It’s a great game – Andre Agassi”.
This is the first time Aramis has had a spokesman – and a rare example in the men’s fragrance sector of a celebrity endorsing a brand.
At the European launch of Life last night in London, Agassi said he had been fundamentally involved with the creation, describing the relationship between himself and Aramis as “a perfect partnership”. “It’s an achievement to create something I can be proud of,” he told guests.
Life will be rolled out into travel retail worldwide over coming months and the company has high expectations for it. The original Aramis remains one of the best men’s performers in the ELC stable, both domestically and in duty free and Carp said the intention was “to create a similar classic”.
Lauder insiders believe Agassi’s universal popularity will lend a huge boost to the fragrance.
The agreement with the tennis star not only establishes him as the spokesman, it also positions the Aramis and Designer Fragrances Division as the lead corporate sponsor of the Andre Agassi Charitable Foundation, a US charity that assists underprivileged children. It specialises in providing recreational and educational opportunities for at-risk boys and girls. It also offers a combination of emotional, physical and academic programmes designed to enhance a child’s character, self-esteem and career possibilities.
Fragrance description: Wet citrus notes open the fragrance, including kumquat natureprint, lime natureprint and bergamot. The middle notes are invigorating, green notes of cucumber, violet leaves and spearmint intensified with spices cardamom, coriander and pepper. The finish consists of olive natureprint, which drives the fragrances, enhanced by sandalwood, cedarwood and leather.
Pricing: Domestic prices are as follows – edt 50ml €48.00; edt 100ml €64.50; After Shave 100ml €53.00; After Shave Balm €64.50; Conditioning Shower Gel 200ml €26.50; Deodorant Natural Spray €26.50.
Launch: Life will hit European doors on 1 September and roll out in the US in October.
