MILAN — After a 13-year hiatus since its last men's fragrance launch, Dolce & Gabbana will unleash Light Blue Pour Homme, on shelves this summer.
The Milan-based fashion duo said in a statement that the fragrance was aimed at men who embraced the seduction and sophistication of the Mediterranean lifestyle.
"Light Blue Pour Homme is made for the Dolce & Gabbana man: Sensual and modern, he likes to take care of himself, enhancing his healthy body with sports. The fragrance captures the fresh, spicy and sensual scents of the Mediterranean, which we feel is the perfect playground for seduction," according to Domenico Dolce and Stefano Gabbana.
Light Blue Pour Homme will be the male counterpart to Dolce & Gabbana's successful women's scent, Light Blue Pour Femme, which, since its launch in 2001, has rated among the top 10 best-selling fragrances in several key markets.
"There are three things coming together for this new fragrance in a pretty good way," said Markus Strobel, general manager of Procter & Gamble Prestige Products, the licensee partner of the Dolce & Gabbana fragrance brand.
"First of all, there hasn't been a Dolce & Gabbana men's fragrance launch in quite a few years, yet the fashion business is growing in leaps and bounds among men," added Strobel. "Number two, since Light Blue Pour Femme's launch in 2001, it has turned into a classic, and it certainly deserves its male counterpart, from the position of the designers. They have a clear vision about their brand [and] they…felt that Light Blue Pour Femme is not complete without its male counterpart."
Procter & Gamble Prestige Products is hoping some of Light Blue Pour Femme's stellar retail performance will shine onto the new scent. While P&G wouldn't comment on projected sales, industry sources estimated that Light Blue Pour Homme would do $75 million worldwide in its first year of sales. WWD also has learned through industry sources that Light Blue Pour Femme sells around five million units annually.
"If we keep investing behind the Light Blue Pour Femme and have the Light Blue Pour Homme and have this one overall megaconcept behind them, we feel that there will be so many halo effects on both sides that the male will radiate on the female and the female on the male. But together, as a franchise, each individual part will become stronger. It's one of those cases where one plus one equals three," said Strobel.
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