BERLIN — Puma hopes it has picked a winning face inrecord-setting and champion sprinter Usain Bolt for the June launch of aline of men’s and women’s fragrances called Animagical.
It’sthe first time a celebrity has been used to represent Puma fragrances,according to Procter & Gamble Prestige Products, which oversees thebrand and announced the endorsement deal last Thursday.
Bolt,who has been involved with the Puma brand since 2002, will appear in aprint and TV campaign for the fragrance line.
Puma AnimagicalMan is described as an aromatic, green, fruity fragrance with notes ofAfrican Kei Apple, cardamom oil, rosemary and pineapple, as well aswhite ironwood for warmth. Puma Animagical Woman, a floral, fruity,woody scent, combines pink grapefruit and Caribbean lime, Cape Townfreesia, water lily, chocolate and South African Tamboti Wood.
Both eaux de toilette will be packaged in zebra-print-inspired, vividlycolored bottles and boxes.
The Animagical line, which is beingpositioned as an Africa-influenced scent — from its exotic ingredientsto its animal-inspired packaging — is part of a larger Africa-themedcampaign for the Puma fashion brand, which is celebrating a decade ofPuma’s support of African sports.
It’s perhaps slightly at oddswith the sports star, who hails from Jamaica. Yet Bolt’s energeticpersonality, love of dancing and joyful demeanor are described as key tothe themes of the ad campaign.
“Feeling good and confidentwith myself is very important to me both in my everyday life as well ason track,” stated Bolt. “Being the face of Animagical, I have theopportunity to show a different side of me.”
The PumaAnimagical Woman edt will come in 20-, 40-, 60- and 90-ml. sizes. Theywill be accompanied by body lotion and shower gel (both in 200-ml.sizes) and deodorant in vaporizer and aerosol forms.
The men’sedt will come in 25-, 40-, 60- and 90-ml. sizes and will be accompaniedby a 60-ml. aftershave lotion, a 200-ml. shower gel and deodorant invaporizer, stick and aerosol forms. Prices have not been confirmed.
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