PARIS — Invictus, Paco Rabanne’s new men’s scent, is about the sweet smell of victory.
“We thought it was time to come with a new masculine aspect of the brand,” said José Manuel Albesa, chief brand officer at Puig, which owns the label.
He added Rabanne fragrances are always about different fantasies — being a rock star with Black XS, or being rich and famous with 1 Million (today the world’s top-selling prestige men’s scent) and Lady Million. Each one has an ironic twist, too.
“We wanted to explore the fantasy of victory,” said Albesa. “We thought it was a completely different way to do a sports fragrance à la Rabanne. There is a mix that is quite sexy and at the same time daring. It’s around the ecstasy of victory.”
To wit: The fragrance bottle — designed with Cédric Ragot — is in the shape of a trophy, and wings (of victory) appear on the scent’s outer box.
For the advertising “we wanted to [blend] reality and mythology,” continued Albesa.
Australian rugby player Nick Youngquest fronts the campaign, whose spot unfolds like an epic saga replete with colossal gods and goddesses. The victorious athlete enters a stadium, poses for photographers, then displays superhuman power to foil charging opponents. When he returns to the locker room, a bevy of beauties await him. He grins impishly.
Nick Thornton Jones and Warren du Preez photographed the print advertisement.
For the juice, created by International Flavors & Fragrances’ Véronique Nyberg with Anne Flipo, Olivier Polge and Dominique Ropion, freshness was key. The scent contains a marine accord plus notes of grapefruit zest and bay leaf for a “sense of ecstasy taking off,” and notes of guaiac wood, ambergris and patchouli for an “addictive quality,” according to the company.
Invictus was launched in Europe’s travel-retail channel on July 1 and in France on Tuesday.
In August, it will enter countries including Germany, Austria, Switzerland and Israel. The scent is to be launched in markets such as Italy, Spain, Sweden and Denmark in September, followed by a debut in some South American countries and Singapore in October. Invictus is slated for a 2014 U.S. launch.
To help propel its kickoff, a reality show, called “Invictus Award,” will start airing this month on YouTube. It features seven athletes from an equal number of disciplines and countries who live together and compete to win 50,000 euros, or $65,280 at current exchange, to help fund a sports-related, socially involved project and become the face of the Invictus Calendar for 2015. Viewers will choose the laureate between August and October.
While Puig executives would not discuss sales projections, industry sources estimate Invictus will generate first-year retail sales of 160 million euros, or $209.6 million.
In France, the 50-ml. eau de toilette is to retail for 54 euros, or $70.75, while the 100-ml. edt version will be 72 euros, or $94.35.
From overseeing America’s fastest-growing speciality retailers to codifying cool, WWD talked to the women who are leading the way for the future of beauty. Check out our Instagram Stories to see how these women built today and are creating tomorrow. (📸: @hannah_khymych) #wwdbeauty
For @laperlalingerie's spring 2018 show, the brand chose to host their event at @thevenetianmacao. With Chinese megastars @bingbing_fan and @hubing in attendance, La Perla debuted a rock ‘n’ roll-inspired collection. The show marked the start of Sands Macao Fashion Week, which runs from October 19 to 24 — the city’s first such event. Pictured here are models backstage with glimmering eyes. #wwdfashion (📷: Cheuk-Yin To)
Trending for spring 2018: top stitch design. Gone are the days of stitch just for seams — designers are using the once-minimal detail to create strong decorative elements. (📷: Paola Testa; Styled by @andrew_shang) #wwdfashion
@tradesy is turning the concept of a showroom upside down with its new space in Santa Monica. Here, the company plans to hold events, art exhibits and a showcase rare fashion pieces like this Louis Vuitton boxing set. Get all the details on Tradesy’s first showroom on WWD.com. #wwdnews
Spotted last night at the @erdem x @hm launch event: Kate Bosworth, Rashida Jones, Kirsten Dunst and Selma Blair. The party, which took place in LA, also marked the opening of their pop-up shop. “I was interested in creating a collection that wasn’t in any way disposable. It was about pieces you’d create and keep forever, things that have a permanence to it,” designer Erdem Moralioglu said. #wwdeye (📷: Katie Jones)
Renee Zellweger in yellow in 2001 and again in 2017. Chosen as one of the 12 @pantone Leading Spring Colors (and dubbed “Meadowlark”), it only makes sense that the bright hue stands the test of time and is making a resurgence this season, seen already on stars like @blakelively and @gigihadid. (📷: Donato Sardello & @rexfeatures) #wwdfashion #tbt
Dior’s 70th anniversary celebration continues with a new exhibition at the Royal Ontario Museum in Toronto. “Christian Dior,” which is scheduled to run through March 18, takes a look at the founders tenure from 1947 to 1057 and feature 40 designs. Pictured here is an evening gown from the Ailée, fall 1948-49 haute couture collection. #wwdfashion (📷: Brian Boyle)