UK. The Lancaster Group will introduce a new men’s fragrance from Davidoff this spring. Davidoff Cool Water Deep will be launched into European domestic and travel retail markets from 31 March. The US and Asian roll-out will follow in about six months’ time.
The new scent was unveiled last night in London. “I am very happy to be with you, to celebrate this new birth,” commented Davidoff vice-president international marketing Hugues de la Chevasnerie. “This is the beginning of a new success story – a new fragrance with a new image within the magic territory of Cool Water.”
De la Chevasnerie cited quality, luxury and pleasure as the key values of the house of Davidoff. “But what makes Davidoff so different,” he added, “is its unique “˜art de vivre’. There are no half-measures in the house of Davidoff. “˜The intense experience of living’ is the motto of our brand. Cool Water – and more recently Echo – each express one side of this intense lifestyle. Cool Water Deep will express another.”
According to de la Chevasnerie, Cool Water – which was launched almost 15 years ago – still ranks in the top ten men’s fragrances worldwide. “Since its launch in 1988 Cool Water has enjoyed phenomenal success, [generating sales] of US$1.75bn,” he revealed. “That represents nine Cool Water products sold every minute since the launch.”
As its name suggests, Davidoff Cool Water Deep is being positioned as a fragrance of deeper dimensions than its predecessor. Where the original version revolved around a very physical confrontation between man and the ocean, Cool Water Deep focuses more on serenity, maturity, calm and control. This positioning is reflected in the print campaign, which features a male swimmer underwater, rising from the depths to a bright light. “It’s very symbolic,” commented de la Chevasnerie. “It shows a man in tune with the ocean, as opposed to fighting it.”
The juice, created by Nathalie Lorson of Firmenich, features both woody and fresh accords, in a bid to express modernity, serenity, balance and control. It is presented in a glass and brushed metal flacon designed by Thierry de Baschmakoff. “The goal was to recreate the two main elements of the original Cool Water: the power of the ocean, and the unique blue atmosphere,” explained de la Chevasnerie. The result is a gently curved, tactile bottle, presented in an outer carton graduated in different shades of blue.
The five-sku Davidoff Cool Water Deep range will feature edt, aftershave, shower gel and a deo stick. De la Chevasnerie added that there were no plans at present for a complementary feminine version.
