FRANCE. YSL Beauté, part of Gucci group, is unveiling the second fragrance from its emerging brands division, Essenza di Zegna by Italian fashion house Ermenegildo Zegna, later this month. The new men’s fragrance is positioned as “a classic, but contemporary fragrance for the elegant man”.
The story for Essenza di Zegna originates in Italy, at the foot of the Alps in the Piemonte region which is the birthplace of the Zegna family. Essenza is intended to make reference to the Zegna origins but with a contemporary and pure signature. The fragrance itself boasts top notes of Sicilian mandarin and Calabrian bergamot, a heart of Corsican myrtle and cardamom and ends with a vetiver and musk base. The bottle is a simple, oval-shaped glass structure with a metal base and top.
Essenza di Zegna is to have limited distribution. In the first year it will roll out to only 4,000 points of sale worldwide. “We will be extremely selective in terms of distribution, as when we start with a new brand it needs to be perceived as something special by the retailers,” YSL Beauté chairman and ceo Chantal Roos explained at a press conference.
Essenza di Zegna will launch worldwide in travel retail and domestic markets at the end of April 2003.
Prices range from €18 for the150g soap to €60 for the edt 100ml (pictured). Also available are the 100ml after-shave lotion, 100ml after-shave emulsion and deodorant stick.
