FRANCE. Licensee Cosmopolitan Cosmetics is poised to unveil two new fragrances from the Gucci Group – one for women and one for men.
Capitalising on the success of its women’s line Gucci Eau de Parfum, the company has created Gucci Eau de Parfum II – with the specific aim of attracting Asian consumers to the brand. Consequently, the scent will make its debut on the Japanese domestic market on 25 August, via an exclusive two-week listing period. The rest of Asia will follow from 8 September, with the worldwide roll-out – including travel retail – slated to begin on 22 September.
Designed to appeal to a younger target market than the original Gucci Eau de Parfum, the new fragrance is described as fresh, luminous, radiant and sexy. The pink-coloured juice is a floral-fruit combination with a distinctive musk base. Key notes include bitter orange, blackcurrant, violet and cedar wood.
Like that of its predecessor, the fragrance flacon is a luxurious glass cube, topped with a large, circular cap. Echoing the juice, the outer carton is a pale flesh-pink, with Gucci Eau de Parfum II branded discreetly on the front in chocolate brown lettering.
In line with the principal target market, the advertising visual features an Asian model, plus a product shot, with the strapline: “Introducing Gucci Eau de Parfum II”. The ad is shot in black and white with the pink fragrance juice providing the only splash of colour.
The recommended domestic price points are €39 (US$44) for the 30ml and €60 (US$68) for the 50ml.
September will also see the global introduction of a new men’s fragrance, Gucci pour Homme. The scent represents a return to the Gucci Group’s roots and is being positioned as a new contemporary classic.
The juice is described as a modern spicy-woody, and features notes of leather, ginger, white pepper and vetiver. It is housed in a heavy, rectangular bottle with a thick, engraved geometric base, topped with an opaque, dark brown metal cap. The folding outer carton is patterned with a distinctive dark brown-and-white check.
The line features 50ml and 100ml edt sprays; a 100ml splash aftershave lotion; a 200ml all-over shampoo; a 75g stick deodorant; and a 100ml deodorant spray. Recommended domestic price points range from €21 (US$24) to €64 (US$72).
Reflecting the fragrance’s positioning, the ad black-and-white ad campaign features a male model dressed in a Gucci suit and tie.
