BARCELONA -- With the launch of Jil Sander Sun Men this spring, a new era will dawn on Jil Sander beauty.
The men's scent is the first fragrance in which Milan Vukmirovic, the new artistic director of Jil Sander, has had a hand. Upon arriving at the company in 2000, he began concentrating on the product's image -- particularly its advertising campaign.
The direction he took for the fragrance's visual is similar to that he's chosen for Jil Sander men's fashion.
"I tried to open the scale of the men's wear," explained Vukmirovic, who said that one of the changes he made was to open the top two buttons of his models' shirts to evoke some sensuality and warmth. Likewise, he's added softness to the Sun Men campaign and the reworked ad for the women's Sun scent, which was launched 13 years ago. Both now show sun-dappled models outside.
The single- and double-page visuals for Sun Men, shot by Craig McDean, feature a black-and-white picture of open-shirted model Jiri Schroeder gazing into the distance. Next to him is a white-and-orange Sun Men bottle.
"It shows a man [full] of pleasure and well-being," said Frederique Bernasconi, marketing director of Jil Sander. "The man is comfortable, very serene, with a summer spirit."
Air's Tho Van Tran worked with Vukmirovic on the campaign, whose tag line reads "Summer Inside You." It will break starting in May with single and double pages.
There also will be "a heavy winter campaign," said Bernasconi.
The Jil Sander project was unveiled to the press at a two-day event in Barcelona, which was chosen for its cultural roots and links with the sun and sea, according to Bernd Beetz, chief executive officer of Coty Inc., which holds the Jil Sander beauty license.
Jil Sander, alongside brands such as Davidoff, Cool Water, Lancaster, Joop and Chopard, comprise Coty's Lancaster Group. It is the prestige division that Beetz expects will ring up double-digit growth over the next three years to become a $1 billion affair by fiscal 2005.
As of June 30, 2001, 35 percent of Coty's sales were generated in the prestige retail channel. The firm's net sales in the period were $1.65 billion.
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