Perfumes Loewe is set to bolster its masculine fragrance portfolio with the international roll-out of Solo Loewe Platinum, the latest addition to its pillar Solo franchise. The scent made its debut in Spain at the end of 2012, and is now beginning its global roll-out.
“Solo Loewe, which was launched in 2004, is a very important franchise for us; it’s one of our best-selling fragrances,” International PR & Communications Manager Zahara Manchado García told The Moodie Report. “This new fragrance is the maximum expression of all the Loewe values, such as luxury, excellence, time, quality and attention to detail.”
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The new Solo Loewe Platinum fragrance and advertising visual |
According to the company, Solo Loewe Platinum aims to define a contemporary man, who lives surrounded by contrasts, constantly striving to find balance. The fragrance targets a consumer who wants to be “exceptional, special, unique, balanced, sophisticated and elegant”.
The juice was composed by nose Emilio Valeros, Technical Director of the brand, who has been creating Loewe fragrances for 19 years. Instead of a traditional olfactory pyramid, the formula retains the base notes of the original scent, balancing them with contrasting fresh, woody, balsamic and spicy accords. The key ingredients include black tea, leather, lavender, cedar, amber, nutmeg and thyme.
“We consider this fragrance to be a type of ‘jewel’ within our portfolio, and we wanted the packaging to reflect that,” Manchado García explained. Consequently, the drawer-like outer carton slides open to reveal the flacon, in the style of a jewellery box.
| https://youtube.com/watch?v=2h4dIicJC88 |
The bottle is a reinterpretation of the original Solo Loewe, with a black and silver colour-scheme. The transparent sides reveal the olive-coloured juice within.
The advertising campaign once again features the striking Paolo Henriques. This time the 21st century knight has swapped the reins of his horse for a unique motorbike, hand-built in Sweden.
Solo Loewe Platinum is available as a 50ml and 100ml edt spray. It is priced around +10% higher than the original Solo Loewe. It is anticipated that the key markets will include Spain, Russia and Germany.
In other news, as previously reported, Perfumes Loewe will introduce a new flagship feminine fragrance in September. The face will be supermodel Linda Evangelista.
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