PARIS — After targeting men that are young and men that are hip, Davidoff is going after the true sophisticate this fall with Silver Shadow.
The new men's scent, created by Davidoff and its fragrance license-holder, Lancaster (Coty Inc.'s prestige division), is for "modern Epicureans" expected to be in the 35-to-45 age range, according to executives.
Each Davidoff franchise is meant for a different sort of man. While Cool Water has core users 18 to 35 years old, Echo is positioned for young urban guys, according to Françoise Mariez, senior vice president of European fragrances at Lancaster.
She added Silver Shadow is "for mature men with real seduction." They might be the same guys driven to dream about a Silver Shadow Rolls Royce car, although there is no link between the two.
Francis Kurdjian, of Quest International, created its woody Oriental juice. For Silver Shadow, he was inspired by the rigor of Zino Davidoff, Davidoff's founder, in running the firm and making made-to-measure clothing. The juice's main notes include bitter orange, saffron flower and amber.
"The initial freshness gives way to a very cosy signature," said Kurdjian.
Silver Shadow will be available as an eau de toilette and a "Pure Blend" version, which is a deeper variant of the juice.
"It really is for connoisseurs," said Mariez. "It is the quintessence of the Silver Shadow concept."
Thierry de Baschmakoff of Aesthete created Silver Shadow's vertical, heavy glass bottle. For the Pure Blend version, the front and back have a black lacquered effect so the scent's amber-colored juice is only apparent through the flacon's sides.
Peter Lindberg photographed the Silver Shadow advertisement, which features a black-and-white shot of a man gazing outward. The tag line of the single- and double-page spreads reads: Lead the way.
Mariez said the media plan is not classic; instead, the idea is for Silver Shadow's ad to appear "in the press, where you usually do not see perfume" — in newspapers, for instance. Ads running on TV will be as 5-, 10-, 15- and 20-second spots.Sampling for the new fragrance is to include vials, sprays, scented strips and miniatures.
While Lancaster executives refused to discuss numbers, sources estimate Silver Shadow will ring up $20 million in wholesale volume in its first year.
The fragrance is to be launched in Europe and the Middle East starting in September, then hit Asia in November. Other countries are scheduled for the fragrance in 2006.
The 50-ml. Silver Shadow eau de toilette spray will sell for 47 euros, or $57.90 at current exchange rates, while Pure Blend will be available as a 100-ml. spray priced at 82 euros, or $101. Ancillaries are to be available, as well.
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