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Gant Adventure incorporates a nautical theme, a feature of the house’s fashion offer. Created by Harry Fremont, the juice aims to encapsulate the three elements of sailing: exhilaration, salt air and triumph |
SWEDEN. Elizabeth Arden has unveiled the debut masculine fragrance from premium men’s lifestyle brand, Gant – the first fruits of a licensing agreement signed with Gant Company in summer 2003 (The Moodie Report.com, 11 June 2003).
Gant Adventure will be launched in the Nordic market – the fashion brand’s heartland – from next month, to be followed soon afterwards by the UK and southern Europe. Further roll-outs to the US, Australia and New Zealand are scheduled for later in the year.
The fragrance will be launched simultaneously in both domestic and travel retail channels.
At the launch event last week, held in Gant’s headquarters in Stockholm, Gant CEO & President Arthur Engel detailed the Adventure concept and the company’s aims and objectives for it. He described the partnership with Arden as a “perfect match”, and outlined his expectation that the fragrance would convert new customers to the Gant brand.
Gant Adventure incorporates a nautical theme, a feature of the house’s fashion offer. Created by Harry Fremont, the juice aims to encapsulate the three elements of sailing: exhilaration, salt air and triumph.
The scent opens on notes of fresh aromatics and zesty citrus accents of coriander, grapefruit and cypress, leading to a salt air heart accord infused with exotic spices and water lotus flower. The rich dry-down includes sun-bleached woods, guaiac woods and salt musk.
The sea-blue glass flacon echoes the nautical concept. The curved glass surfaces suggest the shape of a wind-filled sail, and the bottle incorporates the profile of a sloop as seen from overhead.
Continuing the marine theme, the outer carton – also blue – has been designed to represent the sea and sky divided by the horizon.
The fragrance is available in 50ml and 100ml edt sprays, priced at £23.30 and £31.20 respectively. The ancillary range comprises a 100ml after shave balm (£19.20), a 150ml shower gel (£12.00) and a deo stick (£11.20).
The launch will be supported with TV advertising and an extensive poster campaign. The tag-line is “Where ocean meets sky”.
Elizabeth Arden International General Manager Travel Retail Europe and Middle East Barratt West told The Moodie Report that he was pleased with the level of retail interest to date, with listings already secured in Nordic region airports and onboard ferries.
He added that the travel retail introduction would be supported with a Gant cap gwp.
Note: The Gant brand offers a full range of clothing for men, women and children plus eyewear, watches, footwear and homeware. Its target group is ageless and aimed at the sporty adventurous aspirer/achiever who enjoys the good things in life. The label has a US heritage of outdoor sportswear style with a blend of global living and European sophistication. It is present in 55 markets in 180 Gant stores worldwide plus various selective retailers. Gant’s largest market is Scandinavia. It also enjoys a strong presence in the UK and southern Europe, and is growing fast in France and Germany. It is currently looking to China and India for further expansion potential. In travel retail Gant has limited exposure within the Nordic region, but it is a channel that the company says it keeps under review.
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