Brioni Launches Men’s Scent

Fifty years after its last foray into fragrance, Brioni today will begin rolling out a signature limited edition men’s scent.

LONDON — Fifty years after its last foray into fragrance, Brioni today will begin rolling out a signature limited edition men’s scent.

This story first appeared in the October 15, 2009 issue of WWD.  Subscribe Today.

The Italian luxury clothing label will produce just 7,000 bottles of the fragrance, which kicks off anniversary celebrations for the brand that will turn 65 in 2010.

“We want to keep the brand very exclusive, and the best way to do that was to launch a [limited edition] fragrance,” said Andrea Perrone, Brioni’s chief executive officer, adding the firm preferred to work on the project in-house rather than sign a fragrance license.

Luxurious touches were incorporated into every element of the product’s design, Perrone said. A whisky tumbler, for instance, inspired the look of the fragrance’s heavy glass bottle. The flacons are produced by glassblowers in Empoli, Italy, and are topped with wenge wood caps and labels, which have an ebony finish. Each bottle is housed in a handmade Italian leather case, which references a canvas case used for Brioni’s limited edition Good Luck fragrance that bowed in 1958.

“It’s timeless — it’s something you’ll keep forever,” said Perrone of the case, which he suggested could be reused to store cuff links or electronic equipment such as iPods. The scent and its leather case, plus a booklet illustrating Brioni’s history from the launch of Good Luck to the introduction of the most recent fragrance, come in mother-of-pearl-hued cartons.

“The idea is to have something that’s not really ‘fashion,’ but rather, contemporary,” said Perrone.

The fragrance’s juice, which was concocted by Firmenich, also is meant to up the luxury ante by using a high percentage of natural ingredients. The eau de parfum comprises notes of Calabrian bergamot, Sicilian lemon, verbena, lavender, galbanum, nutmeg, tonka bean, vetiver, patchouli and oak moss.

The fragrance will be available in 100-ml. spray and 300-ml. splash versions priced at 250 pounds, or $399 at current exchange, and 520 pounds, or $830, respectively. It will be carried in Brioni’s network of own-brand stores as well as through a selection of luxury retailers with Brioni shop-in-shops.

Harrods began selling the fragrance on Wednesday. Perrone and singer Bryan Ferry hosted a presentation in Brioni’s Mayfair store here that same day.