PARIS — Diesel’s fragrance franchise is showing a new facet with the Only the Brave Wild men’s scent, due out next week.
It’s the third installment in the collection, which launched in 2009 and ranks 10th among men’s scents in Europe, according to Nathalie Duran, international general manager of designer fragrance brands at L’Oréal.
Each version, Original, Tattoo and now Wild, is meant to show a different side of bravery and aspect of man.
“Wild is more about a sensitivity to the world as it is now and the will and the wish of the young generation to reshape [it],” said Duran, adding that doesn’t mean having to choose between the urban and natural realms “but to mix them, to make them more human. And that requires numerous fights.
“It’s the message of not becoming someone else but staying wild and not giving [up] your…appetite for space, nature and harmony,” she added.
The message comes through in the film advertisement showing model Willy Cartier running barefoot through urban landscapes that become “junglified” as trees sprout up. Directed by Edouard Salier, the spots coming in numerous lengths mix real and digital images. Woodkid’s score plays as an accompaniment.
Salier and André Chemetoff photographed the print visual featuring the three Only the Brave scents and their faces.
Wild’s juice, created by Givaudan perfumers Antoine and Shyamala Maisondieu and Michel Girard, is a fougère built around exotic raw materials like citronella. Its essences include grapefruit, black pepper and nutmeg, while there are accords of geranium and coconut.
The fragrance will launch exclusively in France’s Nocibé perfumery chain on Tuesday, followed by Aug. 4 elsewhere in France, Aug. 18 in the U.K. and early September in the rest of Europe. Wild is to be introduced in the Americas, save for the U.S. and Canada, in November.
In France, the eau de toilette will come in 35-, 50-, 75- and 125-ml. bottles that respectively sell for 44.90, 50.50, 60.50 and 73.90 euros, or $61.10, $68.70, $82.30 and $100.55 at current exchange.
While L’Oréal executives would not discuss projections, industry sources estimate Wild will generate 40 million euros, or $54.4 million, in first-year retail revenues worldwide.