L’Oréal Luxe Travel Retail Worldwide has unveiled a new men’s fragrance from Diesel, called Only The Brave Tattoo. It will be available from March in European and US travel retail markets, and will roll out to selected Asia-Pacific doors in May.
The fragrance concept was inspired by the idea of knowing who you are and what you believe in, and having the courage to wear your convictions on your skin forever, according to the brand.
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Diesel Only The Brave Tattoo will make its European and US travel retail debut in March | |
The original fragrance’s distinctive beringed, clenched fist-shaped flacon (reportedly inspired by Diesel founder Renzo Rosso’s own hand) has been updated by international tattoo artist Mr Cartoon, in “LA Graffiti style”. The outer carton sports a matching design.
Rosso acquired his first tattoo – his initials “R.R.” – at the age of 50. He subsequently had his motto “Only The Brave” tattooed just above his ankle, and the Diesel brand’s “Mohawk Indian” logo inked on his arm.
“I like the idea of “˜signing’ one’s body,” Rosso explained. “We are born without any marks on us and I think it’s important to leave a trace on the body we are given.”
In March 2010 Diesel Perfumes launched the Diesel Fragrance Factory, described as an online urban trend laboratory, and devoted part of the site to tattoos, in collaboration with specialist author Anna Mazas. The relationship led to a series of unique portraits, and an art book, Life Under My Skin, published by Editions de Conti.
The Only The Brave Tattoo juice opens on an apple note, building a heart of sage and Bourbon pepper. The base blends amber wood, benzoin, tobacco and patchouli.
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