GERMANY. Mäurer + Wirtz is set to breathe new life into its Culture by Tabac fragrance franchise with the relaunch of Culture by Tabac Blue.
The new-look Culture by Tabac will be available from July.
The scent is targeted at men who are cosmopolitan, dynamic and active, according to the company. The fragrance is described as modern, masculine and fresh.
The juice opens on notes of pomelo, clementine, mint and coriander. The heart is a spicy blend of cardamom, cinnamon and nutmeg, teamed with geranium, lavender essence and water lily. The base comprises patchouli, sandalwood, musk and amber.
The fragrance flacon, and the outer packaging, feature fresh shades of blue. In addition, the carton is decorated with a landscape image of mystic temples.
The Culture by Tabac Blue product line-up includes 30ml and 50ml edt sprays, a 50ml after shave lotion, a 150ml deo spray, a 75ml deo stick and a 250ml shower gel and shampoo.
The launch will be supported by a print and TV ad campaign, plus a “powerful” web presence.
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