LONDON — Davidoff is unleashing its scent of adventure.
Starting in February, Coty Prestige will introduce Davidoff Adventure, a men's fragrance fronted by actor and motorbike enthusiast Ewan McGregor.
The scent is set to bolster the brand's men's fragrance portfolio, which already includes Silver Shadow and perennial bestseller Cool Water.
"Our objective was to try to find a new pillar that will have a chance to sit close to Cool Water for a long time," said Francoise Mariez, senior vice president of marketing for European licenses at Coty Prestige, which is a division of Coty Inc.
While Coty executives declined to discuss forecasts, industry sources estimate Davidoff Adventure will generate $30 million in wholesale sales volume in its first year.
The fragrance taps into Davidoff's heritage since its founder, Zino Davidoff, began traveling across South America in 1920 at the age of 18.
"In discovering the world, you fully discover yourself — that's what adventure is about," said Caroline Epuran d'Esneval, vice president of international marketing for Davidoff Fragrances at Coty Prestige.
"It's a mix between physicality, bodily strength and spirituality, but not in [an overly] esoteric way," added Mariez.
To embody that concept, Coty tapped McGregor who, in addition to having starred in movies such as the second "Star Wars" trilogy and "Moulin Rouge," is known for his motorcycle expeditions. After documenting a 20,000-mile journey around the world with fellow actor Charley Boorman in 2004, this year the pair traveled from John O'Groats in Scotland to Cape Town in South Africa.
"Ewan McGregor is the adventurer of today," said Mariez. "He's a perfect match [for the brand]."
McGregor said he relishes the open road.
"There's something that appeals to the little boy in us to go out and not wash for weeks," he told journalists at a launch here. "You have no responsibilities except to have petrol in the tank and a vague idea of where you're going."
To shoot the advertising campaign for Adventure, Coty whisked McGregor to Brazil, where he was filmed riding a motorbike against various backdrops before reaching a dramatic vista. "It was an amazing, beautiful place," said McGregor.
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