“Silver Shadow is a fascinating name, with a lot of charisma and mystery. It supports the idea of leaving something behind you, in your wake.” |
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Silver Shadow encapsulates all the values and philosophy of the Davidoff brand |
FRANCE. Age and experience see off youth and innocence every time – at least in the real world.
Within the fragrance business, however, it’s usually the other way round, something the Lancaster Group is set to challenge with the launch of its new Davidoff men’s fragrance, Silver Shadow.
The line will be launched in Europe this September, followed closely by Asia. It will enter the US market next autumn. Travel retail roll-outs will follow the corresponding domestic market introductions.
As its name suggests – and its packaging, presentation and advertising reinforce – Silver Shadow is a luxury scent for grown-ups. It targets the man who’s done more, seen more and lived more. In short, it’s for the man who’s been there, done that, bought the (designer) T-shirt and now needs the fragrance too.
At its unveiling in Paris recently, Lancaster promised that Silver Shadow would deliver another facet of the Davidoff brand, completely different from the freshness of the iconic Cool Water and the urban trendiness of Echo.
“With this fragrance, we are entering a new dimension,” declared Davidoff Vice-President International Marketing Hugues de la Chevasnerie, at the launch event.
“[Silver Shadow] is really distinctive in terms of design, olfactory family and communication. It encapsulates all the values and philosophy of the Davidoff brand.
“There are absolutely no half-measures in the Davidoff house. The intense experience of living represents the core value of Davidoff. Silver Shadow is a new expression of this intensity. It will appeal to a masculine target that is more mature, and more experienced. It is a non-ordinary fragrance for a non-ordinary man.”
He continued: “The Silver Shadow man is charismatic and refined, a connoisseur who knows how to enjoy all the pleasures life has to offer. He is seductive, but not aggressive. He is knowing, but has nothing to prove.”
De la Chevasnerie described the fragrance name as having great emotional power. “Silver Shadow is a fascinating name, with a lot of charisma and mystery,” he explained.
“There are absolutely no half-measures in the Davidoff house. The intense experience of living represents the core value of Davidoff. Silver Shadow is a new expression of this intensity.” |
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Davidoff Vice-President International Marketing Hugues de la Chevasnerie at the launch event |
“It stands for the ultimate in terms of luxury, elegance and chic. On another level, it also supports the idea of leaving something behind you, in your wake.”
“Silver Shadow is perfect to express this prestigious and yet also sentimental world,” added Lancaster Group President Worldwide Michele Scannavini, a former Ferrari executive.
“It is iconic,” he continued. “And it relates to environment and emotion, not just to a car.”
The juice was created by Quest’s Francis Kurkdjian, described by de la Chevasnerie as “an extraordinary perfumer” who had long been a fan of Davidoff thanks to a personal liking for the house’s Zino fragrance, and a professional admiration for the landmark Cool Water constituted.
A woody oriental composition, Silver Shadow features three key elements: bitter orange, saffron and amber. “It is both classic and contemporary,” said de la Chevasnerie.
The product line-up comprises 50ml and 100ml edt sprays, a 100ml after shave splash, a 100ml after shave balm, a 200ml hair & body shampoo and a 75ml deo stick.
“To enhance the prestige facet of this new launch, and to extend the idea of the exceptional, we have also decided to introduce a variant of the original edt, a permanent prestige addition called Pure Blend Eau de Toilette,” explained de la Chevasnerie.
“Why? Because we believe that the presence of a deluxe version is perfectly in tune with this elitist fragrance line”¦The Pure Blend Eau de Toilette is the ultimate expression of the elegance and sophistication that is Davidoff Silver Shadow.”
“It is a face on which time and life has left some marks, but is beautiful nonetheless.” |
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The print advertising campaign, shot by Peter Lindbergh, features an arresting black and white portrait of model Matt Norklun looking straight to camera |
For the Pure Blend juice, Kurkdjian accentuated the rich, warm facets of the original composition by pairing the dominant amber base note with a special distillation of Siamese Benzoin. Spicy clove was added to the heart, and cinnamon leaves to the head.
The fragrance flacon was designed by Thierry de Baschmakoff. The bottle is described as an architectural structure whose apparent simplicity conceals a wealth of detail.
Made of smooth, clear glass which reveals the amber-coloured juice, the fragrance bottle has sharply grooved sides. The cap features two brands of polished metal around a black bakelite centre.
The Pure Blend Eau de Toilette also features clear glass on the front and back, but coated in black lacquer for a more dramatic contrast.
The shadow motif is emphasised on the outer packaging, which subtly replicates the black and silver colour combination of the bottle cap. In line with the theme of light and shade, a streak of silver lightning adorns the front of the outer carton.
The print advertising campaign, shot by Peter Lindbergh, features an arresting black and white portrait of model Matt Norklun looking straight to camera, and a still-life shot of the fragrance bottle, shown emerging from shadow backlit by a diagonal streak of silver light.
The strap-line is “Lead The Way”.
More on Silver Shadow: Click on images to read the stories | |
 | Making scents with a nose |
 | Turning old into gold – via silver |
 | From fast cars to fragrance |
In line with the target market, Norklun has grey but plentiful hair, and faint but visible wrinkles. “It is a face on which time and life has left some marks, but is beautiful nonetheless,” said de la Chevasnerie.
The print ad will be available in single and dps versions. There will also be a TV campaign.
MORE STORIES ON THE LANCASTER GROUP
Davidoff Silver Shadow: A Picture Gallery – 25/07/05
Coty completes purchase of Unilever’s prestige fragrance business – 11/07/05
Lancaster invites consumers to get the Lopez look – 29/06/05
The Lancaster Group smells Lovely with first Sarah Jessica Parker scent – 28/06/05
The Lancaster Group and Kenneth Cole aim for another good Reaction – 21/06/05
