Two years after the launch of its first scent for women, Bottega Veneta is bringing its masculine counterpart to the table. And like the first one, the brand is seeking to make a statement with the juice, produced with licensee Coty Prestige.
This story first appeared in the July 19, 2013 issue of WWD. Subscribe Today.
“I think it’s more interesting to make a statement than to go with what’s been done and what’s the success story of the moment,” said Tomas Maier, who has been the 47-year-old brand’s creative director since June 2001, during an interview at the brand’s Manhattan showroom. “I prefer not to know. I prefer to take a risk and jump into the cold water and make a statement. The market is so difficult and there are so many perfumes that come out and so many perfumes that disappear. And I’d rather have a perfume that resists time, that can remain. We need to bring to [the customers] something that is special and unique. I don’t think we can make the whole world happy, and that’s not my role, but I want this to stay. That’s my desire.”
Bottega Veneta Pour Homme’s concept was inspired by the outdoors. “My idea was a journey of a man going out from the Veneto region going up into the north, into the mountains, the Dolomites — you know, spending some time of his hectic urban schedule and being up there, like in a house in the mountains with a glacial breeze coming in from the woods,” said Maier.
Created by Givaudan’s Daniela Andrier and Antoine Maisondieu, Bottega Veneta Pour Homme is built around the key note of Andalusian labdanum, which appears in the base of the fragrance structure. Other materials include Calabrian bergamot, Siberian pine and juniper from the Balkans in the top notes; a heart of Jamaican pimento, Canadian fir balsam and Mediterranean clary sage, and base notes of Indonesian patchouli and a leather accord, noted Jean Mortier, president of Coty Prestige.
The rounded, smoked-glass bottle was inspired by the glassware in the brand’s home collection. “It’s inspired by a classic carafe,” said Maier. “I like the preciseness of [the scent bottle] and at the same time it’s very organic when you touch it. It’s very round on the top and has a little bit of leather. And the color — I like the light gray tint, because I find that very masculine.”
Maier always keeps an overall brand image in mind when working on Bottega Veneta products, whether it’s a handbag in the house’s signature intrecciato woven leather or a home product or a fragrance. “Everything has to go together,” he said. “I think it’s very important to also have an overall idea of all products, because in many places these products will live together on the same shelf. I like it when it makes like a statement and there is a precise idea.”
The fragrance will be sold in 3,800 doors globally, and in the U.S. it will be exclusive to Nordstrom, Bergdorf Goodman and Bottega Veneta boutiques beginning in September, with distribution also expanding to include additional doors in June 2014, noted Françoise Mariez, senior vice president of marketing, European Licenses.
Swedish filmmaker Axel Lindahl shot the ad on location in New York City. In the U.S., print advertising will begin in November books.
While executives declined comment on projected sales, industry sources estimated that Bottega Veneta Pour Homme could do $11 million in gross sales globally in its first year on counter.