MILAN — Dubbed Wild, the new Dsquared2 men’s scent is all about muscular masculinity, with an advertising campaign shot by Steven Klein that draws explicit parallels between model Silvester Ruck and an untamed stallion on the loose.
Noting that the brand already had a successful, nature-themed fragrance in its portfolio — the label’s very first scent, He Wood — designer Dan Caten said he and his brother Dean had wanted to follow up with another scent that expressed freedom, pride and speed. “It’s a raw roll in the hay — the whole idea is to be a bit raw,” he noted, adding, “Even the bottle is kind of harnessed.”
That’s a fair description, as black straps are slapped firmly around the flacon, which is topped with a simple black cap. Available in 30-, 50- and 100-ml. versions, the woody, earthy juice, created by Daphné Bugey and Annick Ménardo of Firmenich, is composed of santolina, a resin accord, neo-labdanum, opoponax, vegetable amber and a humus accord. The bottles will retail for 39 euros, 53 euros and 72 euros, or about $52, $71 and $96 at current exchange rates, respectively.
An aftershave lotion spray, hair and body wash, and natural spray deodorant will also be available.
Roberto Martone, founder and chief executive officer of ITF, which has a licensing deal with Dsquared2, said the concept for Wild had involved extensive market research surrounding the brand’s identity and how consumers related to it.
“This fragrance represents another return to nature for Dsquared2,” Martone said.
Distribution will begin in Europe in early fall, with Italy, Germany, Spain, the U.K., Greece and the Netherlands expected to be highly receptive markets, Martone said. Following its initial rollout, he said Wild would be available in the Middle East and Far East, reaching a total of between 8,000 and 9,000 doors worldwide. He added that the fashion brand’s planned expansion in the U.S. could offer interesting opportunities to promote the new fragrance in that market.
Martone declined to offer sales estimates. Industry sources estimated that the Dsquared2 brand accounts for 30 percent of ITF’s annual budget, or roughly $147 million. They suggested the new Wild fragrance could earn about 6 to 7 million euros, or about $8 to $9.3 million, in its first year on the market.
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