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Ferragamo Bolstering Men’s Business

Ferragamo Parfums has a new man lined up for fall.

MILAN — Ferragamo Parfums has a new man lined up for fall.

After launching a scent called F by Ferragamo Pour Femme last year, the Florentine fashion house will launch F by Ferragamo Pour Homme in September.

The scent is a long-awaited addition to the firm’s fragrance portfolio, said Luciano Bertinelli, division director of Ferragamo Parfums.

“Finally, we have a strong men’s scent that was missing in our fragrance collection,” said Bertinelli. “This scent has flair — it really captures who a Ferragamo man is.”

Ferragamo’s new men’s fragrance is expected to register greater first-year sales volume than F by Ferragamo Pour Femme, said Bertinelli. Industry sources estimate that figure could reach 15 million euros, or $20.1 million at current exchange.

Distribution for F by Ferragamo Pour Homme will start in September in Italy, Europe, Asia and the U.S. The fragrance will be rolled out to Latin America early next year. Ferragamo Parfums is using the launch to tap new northern European markets, including Norway and Switzerland.

Bertinelli said the U.S. rollout would come first and be organized with Selective Beauty, Ferragamo’s new distribution partner. The U.S. distribution network is expected to reach 400 points of sale.

Created by perfumer Olivier Polge of International Flavors & Fragrances, F by Ferragamo Pour Homme belongs to the amber-woody fragrance family. Top notes of apple and lavender are combined with a single heart note of black pepper from Madagascar, and labdanum is a leathery base note.

F by Ferragamo Pour Homme, which is an eau de toilette, will be available in three sizes: a 30-ml. bottle for $40, a 50-ml. bottle for $55 and 100-ml. bottle for $75. Ancillary products include an aftershave lotion, 100 ml. for $50, and shampoo and shower gel, each 150 ml. for $30. Prices are for the U.S.

F by Ferragamo Pour Homme’s packaging is modeled after that of the feminine fragrance, designed by Sylvie de France. The bottle and cap are transparent and encircled by a black strap with a metal tab etched with “Pour Homme.”

The launch will be supported by the same television advertising campaign shot by Air agency in Paris for F by Ferragamo Pour Femme; however, an image of the new men’s fragrance will appear at its end. Television advertising will be focused in Italy, Korea and Singapore.

This story first appeared in the June 8, 2007 issue of WWD.  Subscribe Today.

A print campaign showing model Donny Lewis laying on a bed with a gold stiletto and the fragrance flacon in the foreground has also been slated. The print campaign bears the slogan “F for Fascinating” and was shot by Azim Haidaryan.