Fashion houses looking to hit a home run with men are offering sport versions of their classic male scents. Dolce & Gabbana, Chanel, Givenchy, Issey Miyake and Dior are all getting in the game this season. “Designer brands are looking for ways to get guys to use fragrance not only for special occasions, but every day,” says NPD’s Karen Grant. Olfactory-wise, the newest crop of eaux all contain woody elements like amyris, sequoia and Virginian cedar, breaking with the tradition that sport scents be limited to fresh, aquatic compositions. “This is an interesting evolution,” says Grant, who adds that two recent blockbusters— Gucci Guilty Homme and Chanel Bleu—belong to the woody family. Now representing 28 percent of the men’s prestige market, such scents have been growing steadily each year. “Men are embracing a new masculinity that is both sporty and sophisticated,” says Grant, “which can help drive the concept that yes, you can wear fragrance every day.”
This story first appeared in the March 9, 2012 issue of WWD. Subscribe Today.