By  on July 8, 2010

MILAN — Italian fashion brand John Richmond is rolling out its new men’s fragrance, called John Richmond for Men, with licensee EuroItalia, one of Italy’s beauty manufacturing heavyweights.

EuroItalia, which inked a deal with the fashion brand in April 2009, plans to distribute the eau de toilette in 1,200 doors in Italy and subsequently expand the scent’s distribution network to between 8,000 and 9,000 doors globally by the end of 2011.

The scent is being rolled out in Italy, and is slated to be launched in the U.S. next year.

The fougère fragrance, which features citrus top notes and a woody base, showcases the brand’s rock ’n’ roll credentials with a guitar plectrum attached to its silver cap embossed with the brand’s tattoo logo, finished with a glossy black bottle that has a silver logo.

The edt comes in three sizes: a 30-ml. bottle for 38.50 euros, or $48.58 at current exchange; a 50-ml. version for 52 euros, or $65.61, and a 100-ml. size for 70 euros, or $88.32. An aftershave lotion, priced at 46 euros, or $58.04, will accompany the scents, as will a bath and shower gel for 31 euros, or $39.12.

The fashion brand marked the launch of John Richmond for Men with a recent consumer event at La Rinascente department store here, where John Richmond unveiled the scent at the store’s podium — a highly visible, central space — with a personal appearance from the fragrance’s testimonial, Italian fencer and Olympic gold medalist Aldo Montano.


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