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BERLIN — Puma hopes it has picked a winning face in record-setting and champion sprinter Usain Bolt for the June launch of a line of men’s and women’s fragrances called Animagical.
It’s the first time a celebrity has been used to represent Puma fragrances, according to Procter & Gamble Prestige Products, which oversees the brand and announced the endorsement deal last Thursday.
This story first appeared in the March 17, 2010 issue of WWD. Subscribe Today.
Bolt, who has been involved with the Puma brand since 2002, will appear in a print and TV campaign for the fragrance line.
Puma Animagical Man is described as an aromatic, green, fruity fragrance with notes of African Kei Apple, cardamom oil, rosemary and pineapple, as well as white ironwood for warmth. Puma Animagical Woman, a floral, fruity, woody scent, combines pink grapefruit and Caribbean lime, Cape Town freesia, water lily, chocolate and South African Tamboti Wood.
Both eaux de toilette will be packaged in zebra-print-inspired, vividly colored bottles and boxes.
The Animagical line, which is being positioned as an Africa-influenced scent — from its exotic ingredients to its animal-inspired packaging — is part of a larger Africa-themed campaign for the Puma fashion brand, which is celebrating a decade of Puma’s support of African sports.
It’s perhaps slightly at odds with the sports star, who hails from Jamaica. Yet Bolt’s energetic personality, love of dancing and joyful demeanor are described as key to the themes of the ad campaign.
“Feeling good and confident with myself is very important to me both in my everyday life as well as on track,” stated Bolt. “Being the face of Animagical, I have the opportunity to show a different side of me.”
The Puma Animagical Woman edt will come in 20-, 40-, 60- and 90-ml. sizes. They will be accompanied by body lotion and shower gel (both in 200-ml. sizes) and deodorant in vaporizer and aerosol forms.
The men’s edt will come in 25-, 40-, 60- and 90-ml. sizes and will be accompanied by a 60-ml. aftershave lotion, a 200-ml. shower gel and deodorant in vaporizer, stick and aerosol forms. Prices have not been confirmed.