Puig has launched Bad Boy, the new masculine fragrance from Carolina Herrera. It is now available in Europe, Americas and Middle East travel retail, before rolling out to Asia Pacific travel retail this September.
Carolina Herrera’s new masculine fragrance was created by Quentin Bisch and Louise Turner. According to the brand, it is an aromatic oriental scent that “celebrates a new masculinity”.
Bad Boy offers spicy top notes of bergamot and pepper, woody heart notes of sage and cedar wood, balanced by gourmand base notes of tonka bean and cocoa.
The Bad Boy bottle is a lightning-shaped flacon in midnight blue, that takes key design elements from the Good Girl stiletto bottle. According to the brand, its dynamic design is “an allegory of unpredictable and captivating Bad Boy personality”.
The accompanying campaign stars British actor Ed Skrein wreaking havoc in a busy street – where he encounters Good Girl brand ambassador Karlie Kloss (see video below).
Creative Director of Fragrances Carolina Herrera de Baez said that creating a male counterpart for Good Girl has been a long time coming. “The idea was to craft an exquisite perfume, based on a groundbreaking formula, built around contrast and rich ingredients. It had to be contained in an impressive flacon which would feature an iconic symbol,” she explained.
Puig underlines support for owned brands As reported, Puig generated revenue of €1,933 million in 2018, with growth stalling due to decreased reported sales in emerging markets and in its local market of Spain. In response to this, Puig has shifted its strategy, stating that it will be “giving more support to our owned brands”. In 2018, Carolina Herrera has moved up the global fragrance sales rankings to 11th position worldwide. The brand’s Good Girl range has been a consistent driver for its strong performance in Latin America and is the fasting growing feminine line in the industry, according to Puig. The launch of Good Girl Dot Drama Eau de Parfum underlines the focus on owned brands, and should contribute to the goal of reaching sales of €3 billion by 2025. |
