FRANCE. Cosmopolitan Cosmetics has created a new men’s fragrance for French ready-to-wear house Rochas. Lui Rochas – which follows on from Eau de Rochas pour Homme and Rochas Man – will be launched this September in most global markets, with the exception of certain Asian and North American countries.
The fragrance, described as elegant and timeless, targets men aged 30 to 35 who are urban, cosmopolitan and stylish, according to the company. Balance and equilibrium are key concepts (literally in the case of the fragrance flacon). The scent is said to be aimed at “real gentlemen” who are at ease with their life.
The product line-up features 50ml and 100ml edt sprays, a 100ml soothing aftershave gel, a 200ml all-over shampoo and a 150ml spray deodorant. The recommended domestic price points range from €19 to €58.
The fragrance flacon is a heavy glass square, rounded at the bottom so that it rocks gently when put down. The outer carton is a deep chocolaty black, embossed with “˜Lui’ in lavender blue.
The juice is a fresh, woody amber and includes notes of neroli, cedar and patchouli.
The ad campaign features the fragrance bottle and a discreetly-naked male model with his hands half-covering his face. The tagline is: “Rochas. You know the name. Discover the man.”
