By  on July 25, 2014

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.

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