MILAN — For Ermenegildo Zegna's newest fragrance, called Zegna Intenso, the fashion brand's fragrance licensee YSL Beauté said it wanted to explore a more seductive side of the Zegna man.
"It's a little more elegant than Z Zegna, its oriental notes make it more intense," said Giovanna Aicardi, international marketing director for Zegna parfums at YSL Beauté. "We really played with contrasting things in the material and we wanted to transmit the tactility of the fragrance."
Zegna Intenso, which is the third scent in the Zegna portfolio — following the 2003 entry Essenza di Zegna and Z Zegna in 2005 — is due on shelves in the U.S. in August.
With its ridged black enamel stripes, the bottle for Zegna Intenso resembles the pinstriped fabric the fashion brand uses to make its elegant suits.
"The packaging was the easy part of the scent," said Anna Zegna, marketing manager for Ermenegildo Zegna. "We are so tactile as a brand — we reject some textiles that don't have the Zegna touch — so we were cautious and particular about how this fragrance would look. It was important to us that the black metal cap was brushed and had texture, and also the stripes on the bottle were deliberately raised."
For Zegna Intenso, Givaudan perfumer Daniela Andrier devised an oriental-citrus scent. Top notes include mandarin, lemon, cardamon and pink pepper, while the fragrance's base consist of dense oriental notes of iris, vetiver, amber, cedarwood, sandalwood, vanilla, tonka and musk.
"For men's oriental scents, woods are used instead of flowers," said Andrier. "The fragrance really vibrates, it's something that pulses and that is driven by the bottom note accord."
Photographer Jacques Olivar shot a print advertisement for the fragrance featuring Spanish model David Guillo in an open-necked tuxedo shirt.
YSL Beauté executives said Zegna Intenso was expected to generate first-year sales in line with the Z Zegna launch, which industry sources pegged at $30 million to $35 million at retail globally.
Aicardi said she expected Zegna Intenso, which was launched in Europe in March, to sell well in Zegna's top three markets, which are the U.S., Italy and Dubai. But Aicardi added that the Russian, Japanese and Chinese markets were becoming increasingly important to the brand.
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