MILAN — P&G Prestige Products is gearing up for the launch in March of Dolce & Gabbana's The One for Men, as the new male counterpart to the design duo's top-selling women's scent. The outlook for the launch is tinged with great expectations. Sources estimate that the men's fragrance could generate $100 million in global retail sales in its fi rst year on counter.
When Stefano Gabbana began work on Dolce & Gabbana's new men's fragrance The One for Men, he fast-tracked the creation process with one idea.
"I wanted to create a real man's fragrance," said Gabbana, who emphasized the word "uomo."
Gabbana spoke exclusively to WWD about the new scent — the male counterpart to The One for Women, which launched in Europe last fall and rolled out worldwide earlier this year.
"I wanted it to be a classic — not a banal classic, but a classic men's fragrance that would last for years and be the type of scent that women adore," added Gabbana.
Though the scent won't be launched until March 2008, Domenico Dolce and Gabbana will visit New York City next week to cut the ribbon on two newly refurbished stores, taking time out to preview The One for Men to a select group of editors on Tuesday evening at the Gramercy Park Hotel, and to fete the group with a dinner hosted by the duo on the hotel's rooftop.
Off the back of The One for Woman's performance, which industry sources predict will pull in over $120 million in retail sales worldwide for 2007, The One for Men scent is pegged to do $100 million retail in first-year global sales, according to estimates by those sources.
"Dolce & Gabbana The One for Women took Dolce & Gabbana fragrances to new highs in terms of global fragrance sales rankings," declared Hartwig Langer, president of P&G Prestige Products, who spoke with WWD at P&G Prestige Products' Geneva headquarters.
"The success of The One for Women really will have a positive effect on The One for Men and we have spectacular plans to bring it to life," added Langer.The plans, outlined Langer, would match The One for Women's launch, and included a gigantic advertising campaign — its budget he declined to reveal — and in-store material and support.
The new scent is part of the brand's master plan. A color cosmetics line is in the works, which has been reported by WWD, and plans are also under way for a secondary fragrance line under the D&G umbrella.
For P&G Prestige Products, the Dolce & Gabbana license has been an unstoppable revenue spinner — the firm confirmed that after Hugo Boss, the label was the second biggest in terms of volume in its stable of 23 licenses. The One for Men is forecast to narrow the gap between Dolce & Gabbana's men's and women's scents' sales split, with women's generating 55 percent.
The One for Men will be distributed to 25,000 doors globally beginning in March. One U.S. retailer will exclusively carry the scent, though at press time the store's name wasn't available. A national rollout will follow in the fall.
Intent on formulating an innately masculine scent, Gabbana was drawn to spicy and woody notes. "I like spicy-oriental notes and we've never done these types of fragrances, it's a little warmer than our other men's scents," said Gabbana, who created The One for Men in collaboration with the P&G fragrance team and International Flavors & Fragrances Inc.
The One for Men opens with top notes of grapefruit, coriander and basil, has heart notes of cardamom, ginger and orange blossom and features masculine-heavy bottom notes of cedarwood, ambergris and tobacco.
Modeled on the flacon for The One for Women and designed by Gabbana, the scent's weighty tall glass bottle sports a silver-metal neck and is topped with a rectangular stopper in brushed chocolate-brown metal.
To match the allure of supermodel Gisele Bündchen, who starred in The One for Women's ad campaign, the designers tapped actor Matthew McConaughey as the model for the scent's advertising campaign. McConaughey will join the designers at the scent's preview in New York next week.
"We wanted the sexiest man on the planet," declared Gabbana.For the fragrance's TV commercial, the blonde actor is depicted on the run from a pack of paparazzi on the streets of Paris dressed in a slim Dolce & Gabbana suit and sunglasses. The print shot features McConaughey in a hotel room at night, hair slicked back, in a white shirt unbuttoned at the collar, with the fragrance in the foreground.
"It's the first time we've put the model in one of our men's fragrance campaigns in clothes," exclaimed Gabbana. "But [the photograph] isn't an obvious sexy [one], it's more mature." Other campaigns showed men either in a skimpy swimsuits or bare-chested.
When the campaign was shot by Jean-Baptiste Mondino in September, the actors that played photographers were joined by a bunch of real-life paparazzi, whose pictures turned up on celebrity-themed blogs days later.
An eau de toilette spray, The One for Men will be available in two sizes, $55 for 50 ml. and $70 for 100 ml., in the U.S. An ancillary line includes aftershave lotion, $45 for 100 ml.; aftershave balm, $35 for 75 ml.; shower gel, $30 for 200 ml., and deodorant stick, $22 for 75 ml.
As one of the most recognizable models in the world, Christy Turlington Burns has an insider’s view of the fashion industry and the allegations of sexual harassment swirling around it. “I can say that harassment and mistreatment have always been widely known and tolerated in the industry. The industry is surrounded by predators who thrive on the constant rejection and loneliness so many of us have experiences at some point in our careers,” Turlington told WWD, along with her suggestions for how the modeling world should protect younger women and men. Read more on WWD.com. Link in bio. (📷: Tony Palmieri) #wwdnews
@asics America has tapped a new brand ambassador: famed DJ/record producer @steveaoki. This initiative is intended to set the tone for the new brand identity and philosophy and will include partnerships with influencers and in-store and off-line activations that will continue into next year. This is Asics’ most significant marketing effort in two decades, and is expected to attract younger consumers to the brand. #wwdfashion
24-year-old Jean Prounis is redefining the rules of jewelry. Formerly a studio assistant to Jemima Kirke and a design apprentice at Ghuran, she focuses on handcrafted subtleties and ancient goldsmithing techniques. “There was a really sterile feel in the environment and I wanted to have jewelry with character that shapes how you wear it everyday,” Prounis said. Each piece is hand made in New York, either by Prounis or three other jewelers in the district. #wwdfashion
“These collections continue to build on that vision, empowering differently abled adults to express themselves through fashion,” said @tommyhilfiger of his line of adaptive apparel, which launches today. The line consists of 37 men’s and 34 women’s styles based upon the pieces from the spring Tommy Hilfiger sportswear collection. #wwdnews
“Stranger Things” is getting a new cast member for season 2. Meet @sadiesink_, the 15-year-old who will be joining the Netflix series for its new season. You may recognize her from “The Glass Castle” with Brie Larson and Woody Harrelson, but the Texas native’s next role goes in an entirely different direction. She describes her character, Max, as “a rough and tumble skater girl [who] becomes friends with the boys at school.” The second season debuts on October 27. (📷: @jgreenery) #wwdeye
Amid the Harvey Weinstein controversy, there’s another sector that’s being put under the spotlight for sexual abuse: the modeling industry. While rumors about abuse and sexual harassment of female and male models — and the photographers, agents and others who perpetrated it — have circulated within the fashion world for years, model @cameronrussell started posting stories from models on Instagram last week about abusive situations they’ve encountered — from sexual harassment and molestation to attempted rape. Over 75 have weighed in so far. Read more on WWD.com. Link in bio. #wwdnews
To celebrate its 16th anniversary, @dylanscandybar tapped designers and celebrities to create mosaics out of candy. The mosaics will be auctioned off to support the philanthropic cause of each participant’s choice. Pictured here is the mural created by @aliceandolivia's Stacey Bendet. For a first look at some of the other artwork being unveiled tonight, go to WWD.com. #wwdeye
The annual Veuve Clicquot Polo Classic in Pacific Palisades this weekend drew Kate Hudson, Tracee Ellis Ross, Laura Dern and more. See pictures of the star-studded event on WWD.com. (📷: @chelsealaurenla) #wwdeye
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