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.
“What he has done at Vuitton is really exceptional,” said @gameofthrones’ actress Gwendoline Christie on @mrkimjones’ final show for @louisvuitton. “He has rebooted luxury in terms of making it commercial, viable and contemporary. And most importantly artistic. He has never compromised his artistic vision for the sake of commodity.” (📷: @zefashioninsider)
After seeing a demand for men’s wear from its customers, British contemporary women’s wear label @ariesarise has added a men’s wear component and will launch a unisex collection with @mrporterlive. The 20-piece collection includes jackets, denim, logo T-shirts and more with deconstructed ‘90s vibes. Set to launch on January 18, you can shop the pieces on Aries’ website and on mrporter.com. #wwdfashion
“And so spending so much time with a character who thinks like that, inevitability you try and analyze yourself and go back and think about your own demons and dark chapters that you had in your life,” says @thedanielbruhl of his role in TNT’s “The Alienist.” The show, set in the Gilded Age of New York, also stars Dakota Fanning and Luke Evans. Head to WWD.com to read about how 39-year-old Brühl prepared for the role and why he thinks the show is so relevant to today #wwdeye ( 📷: @Eriktanner)
Now that Celine Dion’s collection has topped $10 million in sales, the pop superstar, fashion icon and newly-minted industry player is eyeing growth in Asia. Read the full report by @tiffanyap, link in bio. #wwdnews #celinedion
“My personal philosophy to beauty is paying attention to oneself. I love to be outdoors, lots of fresh air, trying to take care of yourself as best you can. I always notice that comes through,” says Felicity Jones, the global face of @shiseido-owned @cledepeaubeauteus, which launches today. Head to WWD.com to read more about the actress’ love for beauty and how she prepared for her new role in “The Basis of Sex,” playing the young Ruth Bader Ginsburg. #wwdbeauty (📷: @dandoperalski)
Among the familiar faces at @off____white’s show was a surprise figure: Japanese artist @takashipom, pictured here on Wednesday morning. Other show-goers included @jerrylorenzo, who spoke about his upcoming project: a @nike collaboration for back to school, with designs inspired by his childhood on the West Coast. Sitting in the front row were Future, Don Crawley, @miguel and more. See the rest of the photos on WWD.com #wwdeye (📷: Stephane Feugere)
According to @laurentsai, former “Terrace House: Aloha State” cast member, she didn’t know she was auditioning for the Japanese version of “Real World.” “I was telling a couple of my friends and someone’s like, ‘That sounds a lot like Terrace House.’ I was like, ’No it can’t be.’” Turns out, it was. But Tsai isn’t just a reality star — she’s an illustrator who has worked with Starbucks Japan and most recently, she’s dipping her toes into the fashion world. Head to WWD.com to read about her time on the show, modeling and her art. #wwdeye (📷: @danieldorsa)
More changes are coming to New York Fashion Week: Beginning with the spring 2019 collection, @alexanderwangny will move his New York show to June from September, adopting a biannual schedule with collections shown in June and December. Additionally, the @cfda is planning for an official summer/winter fashion season taking place as soon as June and December 2018. Read more about the upcoming changes on WWD.com. #wwdnews #wwdfashion (📷: @slovekinpics)