For Versace’s first men’s fragrance in five years, Donatella Versace delved deeply into Greek mythology to find the key to scent’s positioning: unbridled sexual attraction.
“This was very important for us,” she said this week of the scent developed by Versace’s fragrance licensee, Euroitalia. “I have focused a lot on men’s recently, and this was a chance to do something different for men, something that speaks of desire.”
The result was Eros, named after the Greek god of love and the son of Aphrodite. The Greek allusions are a bow to the fashion house’s late founder Gianni Versace, who grew to love Greek history and mythology while growing up in the seaside province of Calabria in southern Italy. His symbol was the head of the goddess Medusa, which adorns the bottle’s face and the top of the cap. The ancient Greek key symbol is molded into the front and back of the see-through flacon, which is colored in a special blue to capture the particular hue of the Mediterranean.
Claudio Tenan, export director of Euroitalia, said the color was achieved by mixing existing shades of blue into a new color. Giovanni Sgariboldi, president of Euroitalia Srl, which is based in Cavenago di Brianza outside Milan, agreed that every effort — in the juice, the packaging and the advertising — was made to produce “a very Versace” fragrance.
“For me the fragrance is very iconic, it’s really the DNA of Versace,” added Donatella Versace. “We have the Greek motif that makes you think of ancient Greece and antiquity, mythology, and the color turquoise represents the Mediterranean. It’s very Versace.” RELATED STORY: Versace RTW Spring 2013 >>
Her thinking ran straight through the advertising, which, complete with thunder and lightning bolts, shows an armor-clad warrior shooting an arrow through an exploding bottle of fragrance. It’s not exactly the cuddly Cupid of Rome tickling lovers’ hearts.
“For the model, I wanted a gladiator who fights for what he wants, who fights to attain his goals,” Donatella Versace said of Brian Shimansky, who appears in a commercial produced by Mert & Marcus under her creative direction. “This is a fragrance for man who is a master of himself. He is a hero: someone who defends his ideas and opinions.”
The fragrance, designed by Aurelien Guichard from Givaudan, is described as a fresh, woodsy oriental. The top note contains mint oil — capitalizing on a trend — lemon Italy Orpur and green apple. The heart includes tonka bean, Venezulan ambroxan and geranium flower, giving the formula a hint of fougère.
The fragrance will be unveiled later this month at the Tax Free World Exhibition in Cannes, France, and launched in Italy in November, then rolled out to the rest of the world, starting in spring 2013.
Sales projections were not broken out, but industry sources estimate that global sales could hit $100 million at retail for the first full year on counter. An estimated 25 to 30 percent of that total could be generated in the U.S.
Connie Ruscio, general manager of the U.S. distributor, Fragrances Elite, said Eros could be Versace’s top men’s scent in the U.S. Eros will be launched in the U.S. in March with an exclusive at Macy’s. Then the line will be rolled out to the balance of the 2,200 door distribution. In terms of American pricing, the 1.7-oz. eau de toilette spray will be priced at $60, the 3.4-oz. size will be $80, the deodorant stick will be $26, the aftershave balm $25 and shower gel $35.
The TV commercial will figure prominently in the promotional package. Co-op TV will be done with Macy’s for Father’s Day and Euroitalia will make liberal use of the commercial in Europe. In general, Tenan said the company is making largest use of TV it ever has. In the U.S., the company is advertising its top-selling Bright Crystal fragrance at Christmas for the first time. For the holidays, Eurotalia will be doing more TV than print during the holidays in Europe.
In his new book “Hollywood Royale,” Andy Warhol’s Protégé Matthew Rolston celebrates the Eighties revival of Hollywood glamour. Featuring more than 100 portraits taken by Rolston from 1977 to 1993, the book contains photos of icons like Michael Jackson, Cyndi Lauper, and @drewbarrymore, pictured here in 1991. “Hollywood Royale,” out today, will be accompanied by an exhibition opening at Los Angeles’ Fahey/Klein Gallery on March 1. #wwdeye
"Nowadays when life is not so happy with everything going on in the world, I think people come to me for a little bit of whimsy and color and fun." - Designer Rebecca De Ravenel on her cult-favorite jewelry line. (📸 : @vsteves) #wwd40
“Everyone is talking about how the retail industry is struggling, but I think it’s an incredible time because brands who are doing something different and innovative are setting themselves up for the future,” said @adamgoldston, who founded the luxury athletic brand @apl with his brother @ryangoldsten. The Goldston’s are part of WWD’s 40 under 40: a group of industry notables. See the rest of the list on WWD.com. (📷: @vsteves) #wwd40
@eyeswoon blogger Athena Calderone debuted her first-ever cookbook, “Cook Beautiful,” which is heavily centered on the presentation and visual expression of food. Pictured here are her miso glazed carrots from the book. Get the recipe on WWD.com. (📷: @johnny_miller_) #wwdeye
“It’s passion that helps get anybody to a certain point and it’s what’s propelled me,” said Kith founder @ronniefieg, one of WWD’s 40 under 40: a group of industry notables who are changing the face of retail, fashion and beauty. Fieg, who opened a Manhattan flagship on October 7, began his career at age 13 as a stock boy and salesman for footwear chain David Z. “I think staying true to [my] beliefs, hard work and passion have gotten me to where [Kith] is today.” See the rest of the 40 at WWD.com. (📷: @vsteves) #wwd40
25-year-old @samweaving is about to break out this fall, starring in Netflix’s horror film “The Babysitter,” fittingly out today on Friday the 13th. That’s not the only place you’ll be seeing her, though — Weaving’s got a role Showtime’s “SMILF” and another alongside Frances McDormand and Woody Harrelson in “Three Billboards Outside Ebbing, Missouri.” Though she’s got a full plate at the moment, there’s one role she’s got her eye on: Marilyn Monroe. “I’m a little too young at the moment, but it’s on my bucket list,” the actress told WWD (📷: @dandoperalski) #wwdeye
BFF's Poppy Jamie and Suki Waterhouse celebrated the launch of their bag line Pop x Suki at Nordstrom last night. "The line is really about our friendship, and how we are so different but complement each other," said Waterhouse. 👯 (📷: Katie Jones) #wwdeye
After designing the new @louisvuitton and @bulgariofficial flagships and a @chanelofficial boutique opening in Japan, @petermarinoarchitect has another project on his plate: The Lobster Club. Located in the Seagram Building, it’s the famed architect’s first restaurant project in New York, serving up modern Japanese brasserie-style cuisine. Bronze hues, bespoke material detailing, blush and chartreuse tones and a heavy emphasis on Picasso can be seen throughout. Mark your calendars for Nov. 1 for the much-anticipated opening. (📷: @clint_spaulding) #wwdeye
Did you know: @carlychaikin of "Mr. Robot" has been painting for about a decade? The actress, who plays Darlene on the show, is a self-taught artist who lists Salvador Dalí and Chuck Close as some of her idols. Chaikin told WWD that painting is a form of meditation for her — A much-needed one given the intensity of "Mr. Robot." See a piece Chaikin is working on at WWD.com (📷: @jilliansollazzo) #wwdeye