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Dunhill’s Fresh Start

PARIS — Cosmopolitan Cosmetics is getting fresh with its Dunhill license this spring.<BR><BR>The new scent, Dunhill Fresh, targets the modern man, according to Marine Gaertner, operational marketing manager in France for numerous beauty brands,...

PARIS — Cosmopolitan Cosmetics is getting fresh with its Dunhill license this spring.

The new scent, Dunhill Fresh, targets the modern man, according to Marine Gaertner, operational marketing manager in France for numerous beauty brands, including Anna Sui, Dunhill and Trussardi, which are licensed to Procter & Gamble’s Cosmopolitan division.  “[The target user] aspires to a balanced life and is happy to discover simple pleasures and profit from the present moment,” she said.

Added Don Loftus, president and chief executive officer of Cosmopolitan Cosmetics USA, which handles the scent in the U.S.: “Dunhill is such an elegant, quality brand, and this scent lives up to the image of the brand in every way. Dunhill is a key men’s brand for us — and gives us a great opportunity to hit higher-end male consumers.”

Dunhill Fresh’s bottle, designed by Franzrudolf Lehnert, is square with ridges engraved in two sides and topped by a silver cap.

Its juice, created by Symrise’s Maurice Roucel, features top notes of basil, freesia and green. Violet, aquatic floral and iris notes are at its heart, while cedar, a woody leather accord, amber, coumarin and patchouli notes make up its drydown.

An advertising campaign, with model Johannes Hubl, will break as single pages in both the U.S. and Europe. In the U.S., the ads, which will include scented strips, will begin running in September in major men’s magazines. Samples for the scent are to include miniatures and 1.2-ml. vials.

Industry sources estimate Dunhill Fresh will ring up 350,000 euros, or $455,900, in wholesale sales during its first year in France.

In the U.S., industry sources estimated that the scent could do $15 million at retail in its first year on counter, where it will be available in about 500 department and specialty stores, including Bloomingdale’s, Macy’s, Saks Fifth Avenue and Sephora.

In France, the eau de toilette will be available in 50- and 100-ml. sizes, priced at 37 euros and 53 euros, or $48 and $69, respectively. In the U.S., the eau de toilette will be available in 1.7-oz. and 3.4-oz. sizes, priced at $45 and $60, respectively. Also in the U.S., three ancillaries — a 3.4-oz. aftershave lotion, $42; a 6.8-oz. shower gel, $28, and a 2.4-oz. deodorant stick, $19 — will be sold.