US. Shiseido subsidiary Zirh International Corp is gearing up for the autumn launch of two new fragrances – one for men and one for women – under the fcuk (French Connection United Kingdom) brand name. In line with the fcuk fashion and accessories brand, the positioning and marketing will be edgy and irreverent. The advertising and promotional material features the tag-line “Scent to bed”.
fcuk for him and for her will be launched in 1,000 doors in the US, and in 8,500 internationally. Both fragrances will be available in all French Connection stores throughout the world.
The line will enter domestic and duty free markets simultaneously. The roll-out will begin in the US and Canada in September, followed by key European markets in October and subsequently Asia.
The fragrance flacons, designed by Fabien Baron, are described as bold and simple. The masculine juice features a seductive blend of sangria, hemp and black suede; the feminine version a modern mix of bergamot, peony and golden amber.
