Puig is celebrating the first anniversary of its Prada Luna Rossa men’s fragrance with a new scent, Prada Luna Rossa Extreme. As previously reported, the line is named after the Prada-sponsored sailing team, which recently reached the final of the Louis Vuitton Cup – the selection series for the most prestigious prize in sailing, the America’s Cup.
Plain sailing: the new Prada Luna Rossa men’s fragrance is being launched this monthThe original Prada Luna Rossa was unveiled in Venice last May, ahead of its September roll-out. Prada Luna Rossa Extreme is making its debut in domestic and travel retails doors this month. Europe, the Middle East, North America and Asia have been identified as key target markets.
The launch is being supported by significant investments in airport advertising and in-store merchandising, as well as a comprehensive promotional programme unique to travel retail.
Puig Global Travel Retail Marketing Director Lyndea Dew commented: “Prada Luna Rossa has been Prada’s strongest masculine fragrance launch. The story behind the fragrance has clearly resonated with customers, and this latest range extension serves to strengthen that brand message.
“Luna Rossa’s recent participation in the Louis Vuitton Cup as a challenger for the 34th America’s cup makes this the perfect time to launch Prada Luna Rossa Extreme, and we are confident our retail partners will be able to capitalise on this momentum during the coming months.”
The juice was composed by Daniela Andrier (who worked on the original Luna Rossa fragrance) under the creative direction of Miuccia Prada. It is said to combine “an emotive and tenacious base” which mirrors the desire and commitment of the Luna Rossa team, with a spicy freshness and sensual amber heart.
The fragrance flacon, created by Yves Behar, reinterprets the original with a deep black colour-scheme, designed to evoke the mystery and intensity of the ocean. The bottle is accented with the signature Prada Luna Rossa red stripe, and features contrasting matte and gloss textures to create a premium look and feel.
The outer packaging incorporates the darkened silhouette of Luna Rossa AC72, the cutting-edge high-speed catamaran skippered by the Italian Massimiliano Sirena.
Prada Luna Rossa Extreme is available as a 50ml and 100ml edp.
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