GENEVA — Gucci is set to expand its fragrance world with the launch of a scent dubbed Gucci by Gucci Sport Pour Homme.
Leveraging on the strength of her first men’s scent, Gucci by Gucci Pour Homme, which was launched in 2008, Gucci creative director Frida Giannini returned to the scent drawing board to come up with a new, fresher and lighter fragrance to suit the demands of a spontaneous lifestyle.
“The original fragrance was such a phenomenal success, but is actually quite dressy and formal in its spirit,” said Giannini. “I wanted to expand the story of the scent into a man’s free time and the more casual moments in his life.”
Despite the name, Gucci by Gucci Sport Pour Homme is not intended solely for gym goers but aims to attract a new consumer alongside the existing users of the original men’s fragrance with its effortless appeal.
“I don’t necessarily link it literally with sports,” said Giannini. “It’s more a sporty state of mind. Meaning, off-duty time and the attitude that comes from being relaxed and carefree.”
Procter & Gamble Prestige Products, Gucci’s licensee, describes the new fragrance as a stand-alone blockbuster line that aims to nearly double Gucci by Gucci Pour Homme’s business in the next 12 to 24 months. Although company executives would not discuss figures, industry sources estimated Gucci by Gucci Pour Homme’s first-year retail sales at $150 million to $180 million.
“We’re calling it a ‘blockbuster’ as it has all the elements to be a major winning proposition with consumers all around the world,” said Luigi Feola, vice president of Procter & Gamble Prestige Products. “It builds on the proven, huge global success of the original Gucci by Gucci male line, which delivered beyond our expectations.”
The new scent, which was composed via a collaboration involving Giannini, the Procter & Gamble Prestige Products fragrance creation team and fragrance supplier Givaudan, opens with aromatic, zesty notes of grapefruit, mandarin and cypress. Warmer aspects such as juniper berries, fig and cardamom make up the heart of the fragrance, which is anchored by heavier masculine tones of vetiver, patchouli and ambrette seeds.
“We created a light body with a lot of citrus notes — capturing the healthy, active aspects of the Gucci man’s lifestyle,” said Giannini.
The scent was introduced this month in Gucci stores ahead of a global launch slated to begin in April and set to reach 18,000 doors worldwide. In May, there will be a limited exclusivity period in selected key retailers like Mazzolari in Italy, Gum in Russia and Palacio de Hierro in Mexico.
“With Gucci by Gucci Sport, we will mirror the selective distribution that we have for the original Gucci by Gucci fragrance,” said Feola. “In the U.S., we will be distributed in about 2,000 doors.”
The fragrance’s packaging is characterized by Gucci’s iconic signature red and green stripes on a glossy white background that emphasizes the scent’s clean appeal. The classic glass bottle is consistent with the original Gucci by Gucci Pour Homme fragrance, distinguished by a vibrant green hue.
House favorite, actor James Franco, will front the new scent. The face of the existing male Gucci fragrance, Franco spoofed his own commercial for Gucci by Gucci Pour Homme in a tongue-in-cheek viral video that did the Internet rounds at the end of last year.
“James Franco is perfect for this fragrance and perfect for Gucci,” said Giannini. “He personifies the sort of nonchalance and unforced appeal that is most attractive in a man. While in the advertising campaign, he captures the fragrance’s casual, modern and masculine air.”
A new print campaign for Gucci by Gucci Sport Pour Homme was photographed by Inez van Lamsweerde and Vinoodh Matadin in Cannes, France, and captures a toned Franco — complete with wet T-shirt — climbing out of the sea after what appears to be an energetic swim.
The Gucci by Gucci Sport Pour Homme line includes two sizes of eau de toilette, 50 ml. for $57 and 90 ml. for $73. There’s also an aftershave lotion — in a 50-ml. size for $45 and a 90-ml. version for $57 — and a 75-ml. aftershave balm for $40. Additional ancillary products include deodorant in spray (100 ml.) and stick (75 g.) forms, which are both priced at $27. Prices are for the U.S.
In his new book “Hollywood Royale,” Andy Warhol’s Protégé Matthew Rolston celebrates the Eighties revival of Hollywood glamour. Featuring more than 100 portraits taken by Rolston from 1977 to 1993, the book contains photos of icons like Michael Jackson, Cyndi Lauper, and @drewbarrymore, pictured here in 1991. “Hollywood Royale,” out today, will be accompanied by an exhibition opening at Los Angeles’ Fahey/Klein Gallery on March 1. #wwdeye
"Nowadays when life is not so happy with everything going on in the world, I think people come to me for a little bit of whimsy and color and fun." - Designer Rebecca De Ravenel on her cult-favorite jewelry line. (📸 : @vsteves) #wwd40
“Everyone is talking about how the retail industry is struggling, but I think it’s an incredible time because brands who are doing something different and innovative are setting themselves up for the future,” said @adamgoldston, who founded the luxury athletic brand @apl with his brother @ryangoldsten. The Goldston’s are part of WWD’s 40 under 40: a group of industry notables. See the rest of the list on WWD.com. (📷: @vsteves) #wwd40
@eyeswoon blogger Athena Calderone debuted her first-ever cookbook, “Cook Beautiful,” which is heavily centered on the presentation and visual expression of food. Pictured here are her miso glazed carrots from the book. Get the recipe on WWD.com. (📷: @johnny_miller_) #wwdeye
“It’s passion that helps get anybody to a certain point and it’s what’s propelled me,” said Kith founder @ronniefieg, one of WWD’s 40 under 40: a group of industry notables who are changing the face of retail, fashion and beauty. Fieg, who opened a Manhattan flagship on October 7, began his career at age 13 as a stock boy and salesman for footwear chain David Z. “I think staying true to [my] beliefs, hard work and passion have gotten me to where [Kith] is today.” See the rest of the 40 at WWD.com. (📷: @vsteves) #wwd40
25-year-old @samweaving is about to break out this fall, starring in Netflix’s horror film “The Babysitter,” fittingly out today on Friday the 13th. That’s not the only place you’ll be seeing her, though — Weaving’s got a role Showtime’s “SMILF” and another alongside Frances McDormand and Woody Harrelson in “Three Billboards Outside Ebbing, Missouri.” Though she’s got a full plate at the moment, there’s one role she’s got her eye on: Marilyn Monroe. “I’m a little too young at the moment, but it’s on my bucket list,” the actress told WWD (📷: @dandoperalski) #wwdeye
BFF's Poppy Jamie and Suki Waterhouse celebrated the launch of their bag line Pop x Suki at Nordstrom last night. "The line is really about our friendship, and how we are so different but complement each other," said Waterhouse. 👯 (📷: Katie Jones) #wwdeye
After designing the new @louisvuitton and @bulgariofficial flagships and a @chanelofficial boutique opening in Japan, @petermarinoarchitect has another project on his plate: The Lobster Club. Located in the Seagram Building, it’s the famed architect’s first restaurant project in New York, serving up modern Japanese brasserie-style cuisine. Bronze hues, bespoke material detailing, blush and chartreuse tones and a heavy emphasis on Picasso can be seen throughout. Mark your calendars for Nov. 1 for the much-anticipated opening. (📷: @clint_spaulding) #wwdeye
Did you know: @carlychaikin of "Mr. Robot" has been painting for about a decade? The actress, who plays Darlene on the show, is a self-taught artist who lists Salvador Dalí and Chuck Close as some of her idols. Chaikin told WWD that painting is a form of meditation for her — A much-needed one given the intensity of "Mr. Robot." See a piece Chaikin is working on at WWD.com (📷: @jilliansollazzo) #wwdeye