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.
EXCLUSIVE: @tomford is opening its first-ever beauty store. The boutique, which opens November 20 in London’s Covent Gardens, was designed with the over the top glam Ford is known for. Read the full story on WWD.com, link in bio. #wwdbeauty #wwdnews (📷: Simon Wagner) #TomFordBeauty
New York-based DJ @harleyvnewton threw a party to celebrate the holiday collection of her dress and pajama line @hvn at the Ladurée Beverly Hills. It Girls @katebosworth, @rashidajones and more joined in on the fun, which included cocktails, croque monsieur sandwiches and a photo booth. #wwdfashion (📷: Owen Kolasinski/BFA.com)
For the holidays, @Burberry partnered with 20-year-old artist @blondeymccoy on a series of three outdoor murals in downtown Manhattan. The murals are McCoy’s interpretation of a Christmas eve party, the idea of charity and the spirit of family. His third mural, pictured here, is the most personal. The image depicts McCoy’s grandparents and father in London’s Trafalgar Square in the Seventies. “My work often features lots of sentimental objects.” #wwdeye
For spring 2018, designers applied bold colors and cartoonish motifs on everything from sneakers and belts to key chains. See all the top men’s accessories trends on WWD.com. #wwdtrends (📷: George Chinsee; Prop Styling by @rnasti; Market Editor: @luiscampuzano)
The @dior-sponsored @guggenheim international gala pre-party has a history of drawing cool-girl musical acts to serenade the crowd –– and last night was no exception. @haimtheband performed songs both new and old, and lured a star-studded audience with the likes of Rebecca Hall, Kate Mara, Mamoudou Athie and more. #wwdeye (📷: @lexieblacklock)
In a partnership between the @metopera and the @englishnationalopera, “Marnie” was born. The opera, with costumes sponsored by @mrporterlive, is an adaptation of the 1961 thriller by Winston Graham. Arianne Phillips, who created the costumes, is no rookie: She’s styled Madonna for her tours and created costumes for a myriad of films in the past. Read WWD’s interview with Phillips, where she talks about her inspiration for the opera’s costumes on WWD.com #wwdfashion
@barneysnyc took a different approach to their holiday windows this year. Instead of Christmas decor, Barneys tapped @thehaasbrothers to tell a story of positivity, gratitude and inclusivity via heartwarming silliness and humor. “It’s about kids and it’s about coming together and being family and loving each other,” said Simon Haas. #wwdfashion (📷: @joshuascottphoto)
Beauty influencer @kandeejohnson makes her foray into hair care with a collaboration with @ogx_beauty — making it the first time that OGX has teamed up for a product creation. The collab includes shampoos and conditioners in three scents. At 39 and a mom, Johnson is a different profile than the emerging social media stars, but is considered one of the pioneers of the digital beauty influencer world. Read WWD’s interview with her on wwd.com, including the strangest beauty product she’s ever tried #wwdbeauty