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PARIS — When Diesel launched its Fuel For Life fragrances a year ago, the men’s and women’s masterbrand was portrayed in a teaser campaign as being so intoxicating and compelling that the scents were as irresistible as drugs, and therefore should be outlawed. So if Fuel for Life was associated with the Prohibition Era, Diesel and its fragrance licensee L’Oreal has since moved on to the full flowering of the Roaring Twenties, with the latest introduction, called Fuel For Life Unlimited (For women only).
This story first appeared in the August 15, 2008 issue of WWD. Subscribe Today.
The new women’s scent will be introduced this fall in Europe, the Middle East and Asia, starting in September.
It comes one year following the launch of the original masterbrand, whose men’s iteration reportedly ranks among the top five men’s scents worldwide, and the women’s, among the top 15 globally, according to industry sources.
Ladan Lari, international managing director for Diesel Fragrances, said the Fuel For Life Unlimited woman remains sexy, but is also more sensual, sophisticated and feminine.
“The first one is more casual, for during the day,” added Steeve Hagege, international marketing director for Diesel Fragrances, referring to Fuel For Life For Her. “This one is more for special occasions.”
That’s due to numerous factors.
“Fuel For Life Unlimited has a very different new juice,” said Lari, explaining that while Fuel For Life For Her is a chypre floral, it contrasts with the fruity floral musky juice Firmenich’s Harry Frémont, Jacques Cavallier and Olivier Cresp most recently concocted for the brand. The perfumers were given a brief to emulate the craziness of the exuberant Twenties.
The new scent, billed to be more mysterious than Fuel For Life For Her, has top notes of lemon, mandarin and guava. In the heart are notes of licorice, aloe and white flowers — including lily, jasminum Sambac and Indian tuberose.
“The licorice brings a modern addition,” said Lari.
The base includes sandalwood and musk notes.
Fuel For Life Unlimited’s bottle takes the same shape as that of the Fuel For Life masterbrand’s scents, but it comes enmeshed in a gold-colored rather than in a white net.
“It’s more luxurious,” said Hagege.
“We also developed a golden chain that gives a precious feeling from the turn of the century,” said Lari, referring to a trinket that hangs around the bottle’s neck.
Ellen Von Unwerth shot the fragrance’s advertising campaign, which includes three different visuals, featuring one, two or three models. It comes as single and double pages carrying the tag line: For Women Only. There also will be ads for TV and movie theaters.
The name Fuel For Life Unlimited is meant to refer to boundless pleasure, sexiness and experience, said L’Oréal executives.
The new scent is due out in markets covering most of the rest of the world in September, with the next stage of the launch slated to take place starting in March 2009.
Although L’Oréal executives would not discuss forecasts, industry sources estimate Diesel Fuel For Life Unlimited could generate $62 million to $78 million in retail sales during its first year worldwide.
The product lineup includes a 30-ml. eau de parfum spray for 37 euros, or $57.30 at current exchange; a 50-ml. edp spray for 58 euros, or $89.80, and a 75-ml. edp spray for 75 euros, or $116.10. The 200-ml. body lotion will go for 31.30 euros, or $48.45.