P&G Prestige reveals latest fragrance launches – 08/08/06

The new flagship feminine fragrance from the house of Hugo BossINTERNATIONAL. P&G Prestige has revealed further details of its new launches, across its extensive brand portfolio.

From fashion house Hugo Boss, the new men’s fragrance, Boss Selection, is now rolling out in earnest. Previewed at this year’s IAADFS show in Fort Lauderdale, the scent is positioned at the top end of the market, and aims to capitalise on the links with Boss fashion.

Selection is the name of the Boss label that was launched in 2004. The collection features rich, exclusive fabrics and top-level craftsmanship, complete with hand-sewn details.

In the fragrance advertising visual, the actor Thomas Kretschmann is wearing a Boss Selection suit. The campaign strap-line is ‘Leave A Mark’.

Boss Selection’s core target will be men aged 35 to 49 – a segment which has not yet been fully exploited, according to P&G.

The juice is described as an aromatic fougere, with fresh citrus notes and a woody-musky signature.

The latest Boss In Motion limited editionThe fragrance line-up includes 50ml and 90ml edts, a 50ml and 90ml after shave lotion, a 75ml deo stick, a 150ml deo spray and a 150ml shower gel.

The flacon is a transparent solid square created by Lutz Hermann. The outer carton features similar clean, simple lines, with a metallic grey and black colour-scheme.

In other news, the latest Boss in Motion limited edition began rolling out last month. The juice, described as woody, watery and spicy, is presented in the same signature round flacon, this time coloured black and orange.

The product line-up comprises 40ml and 90ml edts, a 150ml shower gel and a 75ml deo stick. Pricing is in line with the original Boss In Motion fragrance.

The big news on the feminine front is the debut of Boss Femme Eau de Parfum, on-counter in September.

The scent, which targets a slightly older core demographic (aged 25–34) than previous Boss Woman customers, represents a big push into the women’s sector for the brand.

The fragrance concept centres around self-confidence, femininity, sophistication, radiance and elegance.

Valentino V pour Homme: the olfactory embodiment
of the modern Casanova The rosé-coloured juice is a floral/sheer oriental, with top notes of tangerine, blackcurrant and freesia, leading to a heart of lily, stephanotis and rose petal. The musky dry-down includes apricot and sandalwood.

The flacon is cylindrical, with a curved neck and cap. The outer carton is coloured a complementary shade of rose, within a slim, silver frame.

The initial line-up comprises 50ml and 75ml edps, with a 30ml version scheduled for introduction in time for the key Christmas gifting period.

The fragrance face is supermodel Julia Stegner, who also represents Boss female fashion.

New from the house of Valentino is Valentino V pour Homme, also previewed in Fort Lauderdale.

Inspired by life: the new feminine fragrance from LacosteDescribed as the olfactory embodiment of the modern Casanova – a cool heartbreaker – the concept oozes sensuality, charm and masculinity, as highlighted in the advertising visual.

The key target market is aged 25–34. The juice is a fusion of woody, citrus and oriental notes. The packaging sports a midnight-blue colour scheme embellished with the signature ‘V’ motif.

The product line-up comprises 30ml, 50ml and 100ml edts, a 50ml and 100ml after shave lotion, a 75ml aftershave balm, a 75ml deo stick and a 150ml deo spray.

The model in the advertising visual is actor/rock star Eric Balfour, as photographed by Steven Klein.

Launching this month from Lacoste is the new women’s fragrance Inspiration. Targeting the ‘Life Flirter’ who stands out from the crowd, its positioning is spontaneous, exuberant, elegant and naturally sexy, according to P&G.

The juice features three accords, to represent the multifaceted nature of its target market. The Luminous Energy Accord contains pink peppercorn, pomegranate, plum and mandarin zest; the Jubilant Floral Accord is a blend of peony, jasmine, tuberose and muguet; while sandalwood, vanilla, iris and musks make up the Tantalising Skin Accord.

The transparent oval bottle reveals the pale blue juice, and the Lacoste brand’s signature crocodile. The outer carton is coloured a matching blue.

Targeted at fragrance connoisseurs: Sira des Indes from Jean PatouThe Lacoste Inspiration line-up comprises 50ml and 75ml edp sprays, a 50ml roll-on deo, a 150ml deo spray, a 50ml shower gel, and 50ml, 75ml and 150ml body lotions.

The fragrance is being supported by both print and TV advertising campaigns, featuring Danish model Maria Gregerson and shot by Ellen Von Unwerth.

Lastly, from Jean Patou P&G has formally unveiled Sira des Indes, a fragrance aimed at genuine connoisseurs. The name ‘shira’ means ‘sweet dessert’ in Sanskrit, in line with the scent’s positioning as a gourmand fragrance.

A key ingredient of the juice is Champaca flowers. Just 100 trees in India were selected for the harvest. The organically-grown flowers are said to have been hand-picked at dawn and processed within three hours. The optimum harvest months are March and April.

The fragrance bottle is a strong, square shape, topped with a heavy silver cap. The name is featured on the front of the flacon, framed within an burnt-orange square.

The Sira des Indes line-up comprises 30ml, 50ml and 75ml edps, a 200ml shower gel and a 200ml body lotion.


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