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PARIS — Prada is navigating new waters with the men’s scent Luna Rossa Extreme.
This story first appeared in the August 23, 2013 issue of WWD. Subscribe Today.
Its target consumer is someone “looking to exceed his own limits” and “takes sport to the maximum,” explained Ana Trias, vice president prestige designers at Puig, Prada’s fragrance licensee.
The original Luna Rossa scent was introduced in fall 2012, taking its inspiration from the fashion brand’s sailboat of the same name that competes in major professional races, such as the America’s Cup.
The Extreme scent’s juice with a spicy freshness — which was created with Givaudan perfumer Daniela Andrier — “has a darker side, as it has an amber heart in it,” said Trias. The fragrance’s notes include black pepper, Italian bergamot, labdanum, juniper berry, vanilla and lavender absolute.
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A film advertisement, comprised of outtakes from the original Luna Rossa campaign directed by Adam Berg, will come in 10-, 20- and 30-second formats destined for TV and the Internet. The print ad is to come in single and double pages.
Extreme’s packaging, designed by Yves Behar, includes an outer box that features a silhouette of Prada’s Luna Rossa AC72 catamaran.
The scent’s introduction will begin in most of Europe starting at the end of August and early September. It is to continue in Asia and the Middle East later in 2013. Then the U.S. is due to get Extreme in January 2014, followed by Latin America.
In France, the 50-ml. eau de parfum spray will retail for 66 euros, or $88 at current exchange, while the 100-ml. version is to go for 91 euros, or $121.30.
Puig executives would not disclose sales projections, but industry sources estimate the scent will generate $50 million in first-year retail sales.
The original Luna Rossa scent ranks among the top nine men’s prestige scents in the U.S. In most other countries where it’s sold, the scent places within the top 10 to 20.