When it comes to fragrance, Patrick Dempsey is looking to take the unscripted route with the launch of his first scent.
The actor, with whom Avon Products Inc. partnered in April, and the beauty company unveiled Patrick Dempsey Unscripted, a new men’s scent during a press event at the Skyloft Penthouse in TriBeCa on Monday afternoon.
Dempsey, who is known as McDreamy on ABC’s hit “Grey’s Anatomy,” saw the alliance with Avon as a natural progression, given his wife Jillian’s existing relationship with the company. She has been Avon’s global creative color director since July 2006.
“It just felt better to go [with Avon] because I already knew everyone,” said Dempsey, who also fronts Versace men’s fashion and was dressed in a linen Versace suit. “Lots of people are signing on to do things, but I wanted to be part of it by getting into [fragrance development] and understanding it so it becomes something that’s personal, and that’s what Avon’s all about.”
“I love how talented both Dempseys are — they’re people who share a lot of our values and passions for giving back through philanthropy,” said Claudia Poccia, global president of Avon Strategic Alliances and Mark, who cited the Patrick Dempsey Center for Cancer Hope & Healing in his hometown of Lewiston, Maine.
Unscripted is expected to be the biggest men’s fragrance launch for Avon in the U.S., said Silvana Cassol, Avon’s group vice president of U.S. marketing.
“The concept for the fragrance is to be the story of a journey, whether it’s something mental or an actual trip in a car,” said Cassol, alluding to Dempsey’s love of auto racing and classic cars.
While executives were mum on sales expectations for the U.S., industry sources estimated that Unscripted would exceed Avon’s last major men’s launch, Driven by Derek Jeter, a 2006 entry whose first-year retail sales were projected to be between $10 million and $15 million.
Unscripted will be launched in November through 650,000 Avon sales representatives in the U.S. The fragrance will be rolled out to Puerto Rico and the Dominican Republic in the fourth quarter, followed by selected global markets in the fourth quarter of next year.
The woody, green scent was created by Yves Cassar and Pascal Guerin of International Flavors & Fragrances, and includes top notes of cardamom and black peppercorn, middle notes of fig and lavender and bottom notes of leatherwood, patchouli vetiver and musk. The 75-ml. scent will be priced at $32.
Dempsey said he wanted something that was “classic but still clean, elegant and modern without it being too overwhelming.”
To learn about fragrance, Dempsey took a veritable crash course at Barneys New York’s fragrance department. “I spent a fortune in Barneys — I had no idea what I was taking, but all I know was that the guy was very excited,” said Dempsey. “I looked at my bill and was like, ‘Wow, there’s my research and development budget.’”
A print advertising campaign for Unscripted was shot by Tom Munro on a farm outside of Santa Barbara, Calif. Jillian Dempsey did makeup for the shoot. For the print ad, Dempsey was inspired by an ad from a major race car competition in England and re-created the shot with a man sitting in the passenger seat, looking in the mirror. Along with print ads, Dempsey also will be featured on the cover of Avon brochures, which will be distributed to more than 5 million Avon representatives worldwide.
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