PARIS — Paco Rabanne is targeting bad boys with hearts of gold with Black XS, starting this summer.
The brand, which is owned by Barcelona-based Puig Beauty & Fashion Group, will introduce the scent as a follow-up to its 1993 XS men's fragrance.
The new scent targets a young consumer, aged 18 to 25 years old, compared with XS' core consumer, who is about 35.
"It's the man of the 21st century, explained a la Rabanne," said Vincent Thilloy, international marketing director at Paco Rabanne Parfums. "He's a sensitive bad boy."
To illustrate such duality, the word "black" is written in gothic lettering and is intertwined with roses on the scent's tall black bottle.
The Black XS flacon, which is of heavy glass decorated with vertical grooves, is topped with a black flip-top cap.
The fragrance's advertising also attempts to capture the multiple facets of the 21st-century man. Shot by photographer Matthew Brookes, the campaign features model Will Chalker.
"In the visual, we wanted to show the very sensual side of the Black XS man, but also the bad boy side," said Thilloy.
The print ad will break as single and double pages, as well as posters. The campaign will be accompanied by a sampling effort that will include vials.
Black XS' juice, a fresh sensual woody, was concocted by Firmenich's Olivier Cresp. It features top notes of Calabrian lemon, kalamanzi, tagete and sage; heart notes of cinnamon, tolu balm, black cardamom and praline, and base notes of palissandre wood, black amber, patchouli and ebony wood.
The eau de toilette will be available as 50- and 100-ml. sprays that will retail in France for 39 euros and 49 euros, respectively, or $48 and $60 at current exchange. The ancillary line comprises a 100-ml. aftershave lotion for 40 euros, or $49; a 100-ml. shower gel for 21 euros, or $26; a 150-ml. deodorant spray for 21 euros, or $26, and a 75-gram deodorant stick for 18 euros, or $22.
Thilloy declined to give sales projections. However, industry sources estimate the fragrance will generate 20 million to 30 million euros, or $24 million to $37 million, in wholesale volume its first year on counter.The fragrance will be introduced at the end of July in France and will be launched internationally in September through October.
@tradesy is turning the concept of a showroom upside down with its new space in Santa Monica. Here, the company plans to hold events, art exhibits and a showcase rare fashion pieces like this Louis Vuitton boxing set. Get all the details on Tradesy’s first showroom on WWD.com. #wwdnews
Spotted last night at the @erdem x @hm launch event: Kate Bosworth, Rashida Jones, Kirsten Dunst and Selma Blair. The party, which took place in LA, also marked the opening of their pop-up shop. “I was interested in creating a collection that wasn’t in any way disposable. It was about pieces you’d create and keep forever, things that have a permanence to it,” designer Erdem Moralioglu said. #wwdeye (📷: Katie Jones)
Renee Zellweger in yellow in 2001 and again in 2017. Chosen as one of the 12 @pantone Leading Spring Colors (and dubbed “Meadowlark”), it only makes sense that the bright hue stands the test of time and is making a resurgence this season, seen already on stars like @blakelively and @gigihadid. (📷: Donato Sardello & @rexfeatures) #wwdfashion #tbt
Dior’s 70th anniversary celebration continues with a new exhibition at the Royal Ontario Museum in Toronto. “Christian Dior,” which is scheduled to run through March 18, takes a look at the founders tenure from 1947 to 1057 and feature 40 designs. Pictured here is an evening gown from the Ailée, fall 1948-49 haute couture collection. #wwdfashion (📷: Brian Boyle)
As one of the most recognizable models in the world, Christy Turlington Burns has an insider’s view of the fashion industry and the allegations of sexual harassment swirling around it. “I can say that harassment and mistreatment have always been widely known and tolerated in the industry. The industry is surrounded by predators who thrive on the constant rejection and loneliness so many of us have experiences at some point in our careers,” Turlington told WWD, along with her suggestions for how the modeling world should protect younger women and men. Read more on WWD.com. Link in bio. (📷: Tony Palmieri) #wwdnews
@asics America has tapped a new brand ambassador: famed DJ/record producer @steveaoki. This initiative is intended to set the tone for the new brand identity and philosophy and will include partnerships with influencers and in-store and off-line activations that will continue into next year. This is Asics’ most significant marketing effort in two decades, and is expected to attract younger consumers to the brand. #wwdfashion
24-year-old Jean Prounis is redefining the rules of jewelry. Formerly a studio assistant to Jemima Kirke and a design apprentice at Ghuran, she focuses on handcrafted subtleties and ancient goldsmithing techniques. “There was a really sterile feel in the environment and I wanted to have jewelry with character that shapes how you wear it everyday,” Prounis said. Each piece is hand made in New York, either by Prounis or three other jewelers in the district. #wwdfashion
“These collections continue to build on that vision, empowering differently abled adults to express themselves through fashion,” said @tommyhilfiger of his line of adaptive apparel, which launches today. The line consists of 37 men’s and 34 women’s styles based upon the pieces from the spring Tommy Hilfiger sportswear collection. #wwdnews