As revealed earlier via The Moodie Report’s Twitter feed, today in Amsterdam Mäurer & Wirtz unveiled its new masculine fragrance from the house of Baldessarini, called Baldessarini Ultimate. It will be launched globally from September, in both domestic and travel retail doors. It is the biggest launch from the brand since Mäurer & Wirtz took over the licence from Procter & Gamble in 2012.
The unveiling forms part of Mäurer & Wirtz so-called Gentle Men’s Day. Later this evening the company will unveil a new fragrance and body care concept from Tabac.
Baldessarini Ultimate will begin its global roll-out from SeptemberBaldessarini Ultimate heralds a new era for the brand, according to Mäurer & Wirtz Director Marketing & New Business Nadine Rebentisch. The fragrance is described as more modern and dynamic, in line with the objective of attracting new consumers. The concept centres around superlatives and winning: experiencing ultimate moments in time and setting new benchmarks.
Composed by independent perfumer Geza Schön, the juice opens on notes of Peruvian pepper, mandarin orange and bergamot, building to a heart of freesia, magnolia and jasmine. The base blends labdanum, frankincense, amber and patchouli – a key olfactory “stamp” within the entire Baldessarini portfolio.
The heavy flacon features design elements that aim to evoke a men’s chronograph – which dovetails with the theme of time and life’s ultimate moments. It is presented in a warm, woven-leather box with metallic silver accents.
In line with the aim of attracting new consumers, a new, younger face will feature in the ad campaign, replacing the brand stalwart Charles Schumann.
The full Baldessarini line-up includes 50ml and 90ml edts, a 90ml after shave lotion, a 200ml shower gel and a 75ml deo stick. The 90ml edt will retail domestically at around €70.
Within the travel retail channel, Russian-oriented doors, Eastern Europe, the UK and Germany are key targets, with the juice also expected to appeal to Middle Eastern and South American consumers. Gebr Heinemann will carry the fragrance in the majority of its stores from launch; other listings are still being finalised.
– Look out for the full feature on Baldessarini’s new masculine fragrance launches, to be published soon.
