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LVMH Targets Men’s Fragrance Market With Givenchy Launch

Parfums Givenchy is aiming for a “blockbuster” with the launch of Gentlemen Only, due out worldwide starting in April.

PARIS — Parfums Givenchy is angling to strengthen its muscle in the dynamic men’s scent market with the launch of Gentlemen Only, due out worldwide starting in April.

This story first appeared in the March 8, 2013 issue of WWD.  Subscribe Today.

Women’s fragrances today generate just less than 80 percent of the LVMH Moët Hennessy Louis Vuitton-owned brand’s sales, according to Thierry Maman, global president of Parfums Givenchy. He added that the men’s scent segment, which globally grows at about 6 percent annually, outpaces the general fragrance business.

The other two main scents in Givenchy’s portfolio are Play and Pi. With Gentlemen Only, “we are trying to target a more classical and mainstream audience,” explained Maman.

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The brand aims for a “blockbuster,” which is anchored in the house’s signature characteristics that he described as “aristocratic,” “chic” and “luxurious without being ostentatious.”

The moniker Gentlemen Only followed on from there and is also a nod to Givenchy Gentleman, the scent launched in the Seventies.

Choosing Simon Baker to embody Gentleman Only came naturally, said Maman. The scent’s advertising campaign, in which the actor stars, includes a video spot in 20 and 30 seconds shot by Peter Lindbergh that’s destined for TV and movie screens, and a print ad photographed by Patrick Demarchelier.

Takasago perfumer Françoise Donche concocted the neo-aromatic woody fragrance, which includes notes of green mandarin orange, pink peppercorn, nutmeg and birch leaves.

“It’s a juice of contrasts,” said Maman.

While Givenchy executives would not discuss projections, industry sources estimate Gentlemen Only will generate 50 million euros, or $65.5 million at current exchange, in first-year wholesale revenues.

The new scent’s bottle was created with Jérôme Faillant Dumas.

The eau de toilette spray will come in 100- and 50-ml. versions, which are to retail in France for 79.50 euros, or $104.20, and 58 euros, or $76, respectively. Ancillaries include an after-shave lotion and a deodorant.