FRANCE. L’Oréal Produits de Luxe International has expanded its Ralph Lauren Polo men’s fragrance franchise with a new scent, Polo Double Black. It is rolling out this month into European travel retail, and will be introduced in the Americas and Asia in March.
The fragrance, described as a seductive fresh oriental, targets men aged 25 to 45 who see themselves as daring, powerful, engaging and mysterious. These qualities are embodied by the fragrance face, Ignacio ‘Nacho’ Figueras, a world-class professional polo champion.
The juice opens on notes of mango and pepper, leading to a heart of roasted coffee and Indonesian nutmeg. The base is a blend of woods, cardamom and juniper berry.
The flacon retains the original Polo’s signature flask design, reinterpreted with more contemporary styling. In line with the name, the surface is a matte black colour, embossed with a high-gloss back polo player on the front – a motif echoed on the black outer carton.
Ralph Lauren Polo Double Black is available as a 2.5oz and 4.2oz edt spray, plus a 4.2oz after shave splash. The 2.5oz is priced domestically at US$47.50.
MORE STORIES ON THE L’OREAL GROUP
L’Oréal group announces travel retail reshuffle – 19/01/07
The L’Oréal group takes Viktor & Rolf’s Flowerbomb to a fragrant new Extrême – 06/12/06
L’Oréal Produits de Luxe International previews key 2007 launches – 28/11/06
