PARIS — Cerruti is going after a younger man this spring with its newest fragrance, Cerruti Pour Homme.
The brand's Cerruti 1881 scent for men, which was introduced in 1990, is more traditional than the new fragrance, according to Stefanie Fitzgerald, vice president of marketing for Chopard, Cerruti, Joop, Jetta and Nikos at Coty Prestige, the prestige division of Coty Inc. that holds the Cerruti beauty license. Fitzgerald said Cerruti 1881 generally had a core consumer aged over 40.
"Cerruti Pour Homme is more modern, more about pleasure and natural charisma," said Fitzgerald, who explained the core consumer for that scent was expected to be in the 30-plus range.
While Coty executives would not discuss sales projections, industry sources estimated Cerruti Pour Homme would generate retail sales of $53 million in its first year on the market.
The juice, a fluid woody fougère, was created by Quest perfumers Michel Girard and Gilles Romey. Top notes include zest of citrus, mandarin and bergamot. In the heart are notes of anise, basil and coriander. And in the base are notes of cedar, guaiac wood and sandalwood.
"The fragrance itself is based on a very classical structure with modern ingredients," said Fitzgerald. "It has an aquatic side to it."
Cerruti Pour Homme's flacon was created by Thierry de Baschmakoff. The blue glass bottle has some metallic facets, including its sides and cap.
Advertising for the fragrance features an image of the bottle and model Julien Hedquist. Mark Segal shot the ad, which will break in single and double pages, under the artistic direction of Betite & Menant.
Sampling for Cerruti Pour Homme will include scent strips, miniatures and outdoor posters.
The fragrance is to be introduced on April 1 in France, then in June in Germany. Its launch in the rest of the world — except the U.S. — is slated for September.
The 50-ml. eau de toilette spray will retail for 46 euros, or $60.40 at current exchange rates; the 100-ml. eau de toilette spray, for 61 euros, or $80.10; the 100-ml. aftershave lotion, for 42 euros, or $55.15; the 100-ml. aftershave balm, for 23 euros, or $30.20; the 75-g. stick deodorant, for 19 euros, or $24.95; the 200-ml. shower gel for 23 euros, or $30.20, and the 150-ml. spray deodorant (which will be available in September), for 19.50 euros, or $25.60. All prices are for France.