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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.
This story first appeared in the October 26, 2007 issue of WWD. Subscribe Today.
Seb Edwards directed the television spot, while Steven Klein photographed the print ads, which will run as single- and double-page spreads. Olivier van Doorne art-directed the shoot.
The fragrance’s packaging was conceived to also communicate a sense of adventure, according to Paris-based designer Alnoor. “I imagined a man between ‘Out of Africa’ and James Bond,” he said, adding a hip flask inspired the flacon’s shape. The heavy glass bottle features curved edges, metallic accents and a faceted nut-like cap.
Givaudan perfumer Antoine Lie said he was inspired by untamed nature when blending Adventure’s fresh spicy woody juice.
“For me, it was obvious it had to be a mix of very lush freshness combined with spices and creamy woods,” he said.
The scent’s top notes comprise mandarin, lemon, bergamot, maté leaves and black pepper. Heart notes include black sesame and South American pimiento. Peruvian cedarwood, vetiver and white musks form its dry-down.
The eau de toilette will be available as 50- and 100-ml. sprays priced at 44 euros and 58 euros, respectively, or $63 and $83 at current exchange. Its ancillary line will include a 100-ml. aftershave splash for 40 euros, or $57; a 200-ml. hair and body shampoo for 22 euros, or $31.50; a 100-ml. aftershave balm for 32 euros, or $46, and a 75-ml. deodorant stick for 21 euros, or $30.
It will bow worldwide in February, except for the U.S., which will get the scent in fall 2008.