Renato Semerari plans to pump a little Adrenaline into Coty's male fragrance lineup this summer with singer Enrique Iglesias.
Iglesias’ first fragrance — powered by that name — will be launched in August.
“Particularly with celebrity fragrances, we have had a very strong and successful emphasis on women’s scents,” said Semerari, who is president of Coty Inc.’s Categories and Innovation division. “But we needed to strengthen the men’s side of our portfolio. Enrique made sense for a number of reasons. He is a global celebrity with a high level of awareness in a lot of places in the world, including developing markets such as Latin America. He has a huge social media following to raise awareness of this project. And he’s a good partner — he really cares about the project and was extremely involved in the creation of the scent. We felt a convergence. He ticked off all the boxes.”
Semerari noted that while the company’s licenses with David Beckham and Tim McGraw are still selling strongly — the latter especially in the U.S. — Coty is aiming to strengthen its position in emerging markets, particularly in Brazil and elsewhere in South America. “Enrique will definitely build our presence there,” said Semerari.
Iglesias, who was the face of Tommy Hilfiger’s True Star Men in 2005, worked with Givaudan’s Guillaume Flavigny to create the scent. “It took quite awhile to get exactly the right combinations, but I wanted to be 100 percent convinced that it was perfect,” said Iglesias, whose father, Julio Iglesias, had his own celebrity scent in the Eighties. (Just as Enrique refused to ride on his father’s music coattails, he didn’t tap his father for fragrance advice either.)
Top notes are of Italian mandarin, cedrat and violet leaves; its heart is of black pepper, saffron and pomarose, and the drydown features Texas cedarwood, roasted tonka beans and suede.
The Enrique Iglesias Adrenaline range will include eaux de toilette in four sizes — 15 ml. for $16.50, 30 ml. for $24, 50 ml. for $31.50 and 100 ml. for $45 — as well as a 50-ml. aftershave lotion, $24; a 75-ml. deodorant natural spray, $12, and a 150-ml. deodorant body spray, $12.
Print advertising, featuring Iglesias and the bright-red fragrance bottle, was shot by Anthony Mandler and will begin running in October fashion, beauty and lifestyle magazines in the U.S. A TV campaign that was also shot by Mandler will run outside the U.S. “We will do traditional things such as print and TV advertising, but we’re especially focusing on digital for this campaign,” said Yael Tuil, vice president of marketing for celebrity fragrances at Coty. “Enrique has more than 44 million fans on Facebook, and has a unique ability to leverage that presence to promote the fragrance. In selected markets, we will also do cinema.”
In the U.S., the scent will be available in about 17,000 mass-market doors.
Iglesias is also keeping busy juggling two tours. The first is for his latest album, “Sex and Love,” and the second is an effort with fellow performer Pitbull. For the album tour, Iglesias will next visit the Dominican Republic before heading to Europe, where he’ll perform in Spain, Belgium, the Netherlands, France, Ireland, the U.K., Lithuania and Latvia. Sandwiched in are the Iglesias/Pitbull gigs, which are scheduled in the U.S. and Canada.
While all involved declined to discuss sales projections, industry sources estimated that Enrique Iglesias Adrenaline could generate first-year global sales of $30 million in wholesale volume.
“Azzedine has been one of the biggest influences in my life. He has always been such a strong, loving, fatherly figure to me. I call him Papa. His designs are indescribably unique, they are pieces of art. He knew how to make the female form look its loveliest. I have so many memories of him; my favorite might be during my first show with him in Paris. He liked me and he wanted to help me get more work. He called all his friends at Kenzo and Comme des Garcons, and asked them to book me. They said, ‘But she can’t walk!’ And he said, ‘but she has such a great ass!' His friendship and support has been the great privilege of my career. I can't imagine life without him. Repose en paix mon Papa.” - @stephanieseymour tells @wwd. #wwdfashion (📷: @steveeichner) #alaia #azzedinealaia
Azzedine Alaïa, flanked by two of his closest friends, models Stephanie Seymour and Naomi Campbell.
He designed Seymour’s dress for her 1995 wedding to Peter Brant, and treated Campbell (who famously called him Papa), like a daughter. For more on the legendary designer, tap the link in bio. #wwdfashion #alaia #azzedinealaia
Azzedine Alaïa's “I-did-it-my-way” ethos stood out starkly at a time when brands are experimenting with consumer-facing fashion shows, coed formats and trans-seasonal collections – anything to perk up lackluster sales of ready-to-wear in an age of Insta-everything. “It’s not creation anymore. This becomes a purely industrial approach,” the late designer told WWD in an interview last year. “But anyway, the rhythm of collections is so stupid. It’s unsustainable. There are too many collections.” Read more about the iconic designer’s life and work on wwd.com, link in bio. #wwdfashion #azzedinealaia (📷: @WWD Archive, 1986) #alaia
Sneaker reselling app @goat’s latest exhibit, "The Greatest: New York," tells the story of New York's sneaker culture. To celebrate the exhibit, an intimate crowd gathered on Thursday night at the pop-up gallery space, located at Platform in Culver City, to hear guest speaker and illustrator @esymai talk about her own rise in streetwear and women in the business. "For me I'm just someone who is creative. I like to create things," said Chang. #wwdfashion
Azzedine Alaïa, one of the most iconic couturiers of the modern era whose body-con designs defined Eighties fashion, has died in Paris. The diminutive Tunisian-born designer, known for his structured knitted dresses with fitted waists and impeccably cut, figure-hugging second skin silhouettes was deeply admired by his peers, and counted supermodel Naomi Campbell - his adoptive daughter - among his inner circle, one of a gang of glamazons including Farida Khelfa, Carla Bruni and Stephanie Seymour who became ambassadors of his style. (📷: Alexandre Guirkinger) #wwdblast