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MILAN — Italian fashion house Iceberg blows hot and cold with its new men’s eau de toilette, Burning Ice.
This story first appeared in the April 20, 2012 issue of WWD. Subscribe Today.
Brigitte Wormser, vice president of creation and development marketing for Perfume Holding, which holds the Iceberg fragrance license, said the scent targets self-confident, sensual young men aged 20 to 30.
“The fragrance is built on contradictions,” Wormser said. “It’s the juxtaposition of fire and ice,” for a man who possesses both a Latin lover’s charm, and a certain aloofness that appeals to women. “It’s a fragrance that really shows the strong personality of the brand,” she added.
An Italian rollout is underway, to be followed by Eastern Europe and Russia — an emerging market for the brand — and finally Asia and South America later this year. The fragrance is not yet confirmed for U.S. distribution.
The fragrance, created by Bernard Ellena of Symrise, has top notes that are sharp, with icy touches of bergamot and apple spiced with cardamom, while the heart is softer and warmer, with sage muscatel, patchouli, amber, musk and cashmere vanilla.
The Iceberg store on Milan’s Via Montenapoleone has created a special window display using Burning Ice bottles, each of which resembles a chiseled block of ice, with a faintly blue tint, red lettering on the front and a minimalist, opaque silver cap. Wormser said the bottle’s multiple facets are designed to catch light at unusual angles.
Industry experts speculate the fragrance could generate 2 million euros, or about $2.6 million, in first-year sales.
Omedia agency worked on the ad campaign, which Danish photographer Sune Czajkowski shot in Paris. Argentine model Matias Chico Hernandez perfectly incarnates the “impetuous, nonchalant” attitude the fragrance represents, said Wormser, and the campaign is slated for print, billboards and television.
The fragrance is available in two versions, 1.7 oz. (26 euros, or about $34) and 3.4 oz. (33 euros, or about $43). A 5-oz. deodorant spray (10 euros, or about $13) and 6.7-oz. shower gel (13.50 euros, or about $18) are also available.