Beauty Beat: Z Zegna Extreme: A Fashionable Fragrance
Fashion and fragrance went hand in hand at the Z Zegna spring men's show here Sunday evening, where the fashion house unveiled a limited edition version of its Z Zegna men's scent, called Z Zegna Extreme.
NEW YORK — Fashion and fragrance went hand in hand at the Z Zegna spring men's show here Sunday evening, where the fashion house unveiled a limited edition version of its Z Zegna men's scent, called Z Zegna Extreme.
During a reception prior to the show at Skylight Studios, Ermenegildo Zegna's fragrance licensee, YSL Beauté, hosted a preview of the new fragrance in a space adjacent to the runway area. Attendees sipped Prosecco, sampled Z Zegna Extreme and observed a mural-size version of the ad visual, along with a table displaying small bowls of the essential oils found in the scent.
There was also a Ducati Monster motorcycle on display in the space, which was dubbed the Z Zegna Extreme Experience room.
A Ducati motorcycle appears in the ad visual for Z Zegna Extreme, along with model Guillaume Gabriel. And, as part of a sweepstakes promotion for the scent, YSL Beauté is planning to give away a Ducati in conjunction with Bloomingdale's.
"The concept is all about being the complementary part to Z Zegna fashion," Gillian Gorman, vice president of marketing at YSL Beauté, said of the Z Zegna Extreme Experience space. "It's about building the fragrance in with the fashion."
After the show, Z Zegna designer Alessandro Sartori discussed the inspiration for Z Zegna Extreme. "This guy is a young guy surviving in a city landscape," he said of the Z Zegna man. The scent is "fresh and the fragrance is linked [to the fashion] because he is looking for fresh things.
"Fragrance is absolutely important to the overall [image]," Sartori added. "He wants style and style is about the look, which includes fragrance."
Sartori noted that there are "big plans" in men's fragrance for Z Zegna next year but he was mum on specifics. "The fragrance and fashion are evolving together," he said.
Z Zegna Extreme, a flanker to the two-year-old Z Zegna scent, is due to be launched at 1,000 doors in November. In addition to Bloomingdale's, YSL Beauté executives anticipate its distribution network will include Macy's and Sephora.
The shape of the metallic silver Z Zegna Extreme bottle was inspired by a flask and a black band runs around the bottom, sides and collar of the bottle, lending a sporty feel. The scent, which was blended by Antoine Lie at Givaudan, features top notes of mandarin, casoar fruit and grapefruit; a heart of cardamom, rose and juniper, and base notes of Kashmir wood, patchouli and vetiver.Z Zegna Extreme will be available in a single 3.3-oz. size for $66 and it is expected to be on counter through next spring. Industry sources estimate the scent could generate between $6 million and $8 million in the U.S. The scent will be promoted via a sampling campaign in its full distribution network.
Commenting on the association between Z Zegna and Ducati — which began when one of the bikes appeared in the original Z Zegna fragrance ad campaign, and continued when Ducati designed a special edition Z Zegna bottle last year — Gorman said that while there is no formal business relationship, there is a so-called "synergy of lifestyle.
"The spirits of the two brands share similar aspects," she said. "Both [Z Zegna and Ducati] are marketing to the same demographic."
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