By  on June 24, 2013

MILAN — Ratcheting up the glamour quotient for men’s fragrances, Gucci and its P&G Prestige licensee are launching Made to Measure, a new pillar with James Franco as the face. The spicy, Oriental eau de toilette is intended as a partner to Gucci Première, the 2012 women’s eau de parfum fronted by Blake Lively.

“It’s the main counterpart to Gucci Première, which has been a huge success for us — we’re very confident that with Made to Measure we’ll replicate that success,” said Luigi Feola, global vice president of P&G Prestige, which has had a license with Gucci since 2006.

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