PARIS — What does the man who has everything do on his day off? If he’s Werner Baldessarini, founder of Hugo Boss’ high-end men’s wear line, Baldessarini, he hits the Riviera for a spot of yachting.
That’s the lifestyle meant to be encapsulated in Del Mar, the brand’s newest men’s fragrance, created with Procter & Gamble, holder of the Baldessarini beauty license.
For the project, P&G questioned Baldessarini (also former chairman of the Hugo Boss board and now member of its advisory board and creative consultant to Hugo Boss and Baldessarini) about leisure pursuits for well-heeled, mature men.
Del Mar is the second fragrance under the Baldessarini umbrella, which also includes a signature scent. Petronille Didelot, brand manager at P&G Prestige Beauté, noted that the strategy for the Hugo Boss, Hugo and Baldessarini fragrance brands calls for the creation of a variety of scents falling into either signature, seductive or leisure categories.
“We need to grow the [Baldessarini] portfolio,” said Didelot. “While doing the new fragrance, we decided to make it for the leisure segment.”
While she refused to divulge sales estimates, industry sources say Del Mar could ring up $15 million in retail sales annually in the U.S.
Pleasure-cruising elements are meant to be evident in many of the scent’s facets. Take its blue juice, for example, created to recall azure waters. Del Mar’s heavy squat glass bottle, designed by Didier Boudard, of Qu’on Se Le Dise agency, features an indent, reminiscent of the horizon. The flacon’s cylindrical cap resembles a mooring post.
Del Mar’s print and television advertising campaign features Baldessarini model Charles Schumann. Print advertising, shot by Iris Brosch under Lelievre, will break as single pages.
Del Mar’s juice, concocted by P&G Prestige Beauté’s international fragrance creation team, is woody, spicy scent. Its top notes include mandarin, black pepper and Italian bergamot. At its heart are cinnamon, Indian cardamom oil and Moroccan Atlas cedar. Oliban resin, amber, vetiver and patchouli notes are in its dry down.The eau de toilette comes as 50- and 90-ml. sprays that will retail in France for 47 euros and 62 euros, or $61 and $81 at current exchange. In the U.S., they will sell for $44 and $59, respectively.
Del Mar’s ancillary line comprises 50- and 90-ml. aftershave lotions, for $49 and $62, or 38 euros and 48 euros, respectively; a 75-ml. aftershave balm for $48, or 37 euros, plus a 150-ml. shower gel, a 75-g. stick deodorant and a 150-g. spray deodorant for $27, or 21 euros, each. The U.S. market will have the aftershave, $42; the shower gel, $21, and the stick deodorant, $16.
Del Mar will bow internationally from April through June.
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