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Narciso Does First Men’s Scent

Narciso Rodriguez and his fragrance licensee Beaute Prestige International are gearing up to introduce the fashion designer's debut signature men's fragrance worldwide, starting this summer.

PARIS — Narciso Rodriguez and his fragrance licensee Beauté Prestige International are gearing up to introduce the fashion designer’s debut signature men’s fragrance worldwide, starting this summer.

“This fragrance is the first extension of my men’s wear collection,” Rodriguez told WWD. “It is an important component of the total image, an expression of the man. [Narciso Rodriguez] For Him enhances the existing foundation of my vision for men’s wear and is the first of many categories to come.”

For Him comes four years following the launch of Narciso Rodriguez For Her.

“We’re going to have two legs,” said Eric Henry, chief operating officer of BPI, referring to the men’s and women’s prongs of the Parfums Narciso Rodriguez business.

For Him, a fougère scent, was created by Takasago perfumer Francis Kurkdjian. It includes notes of violet leaf, patchouli, amber and musk.

“The benchmark was the great fougères of the Eighties,” said Nathalie Helloin Kamel, vice president of Parfums Narciso Rodriguez.

The For Him bottle has much the same look as For Her’s, in that it is streamlined with a bold mass of painted color inside. However, For Him’s bottle is gray rather than black. It is also broader shaped than the feminine iteration.

“The color gray comes from a suit that Narciso Rodriguez created for his first men’s fashion show,” said Kamel. “The For Him bottle is more ‘garçon,’ with beautiful shoulders.”

Photographers Inez van Lamsweerde and Vinoodh Matadin shot model Evandro Soldati under the art direction of M/M for the single-page ads, which will be run simultaneously with the women’s fragrance ads. (Soldati had been in Rodriguez’s first men’s fashion show.)

Like the For Her scent, For Him will be carried in tight distribution. The fragrance will first be launched in mid-July in the U.S., probably exclusively in a specialty store, said Henry. It will then be introduced in late July in Europe, including in the U.K.’s Harrods and in France’s Galeries Lafayette department stores. In Canada, it will be in Holt Renfrew. Between mid-August and early September, the new scent is to be in all of Rodriguez’s key retailers worldwide.

This story first appeared in the May 18, 2007 issue of WWD.  Subscribe Today.

BPI executives would not divulge sales projections, but industry sources estimate the fragrance will generate between $25 million and $35 million at retail during its first 12 months.

The For Him lineup includes a 50-ml. eau de toilette spray for $54, a 100-ml. eau de toilette spray for $72, a 50-ml. fragrance oil for $150, a 100-ml. aftershave lotion for $50, a 100-ml. aftershave emulsion for $45, a 200-ml. shower gel for $30 and a 75-g. solid alcohol-free deodorant for $22. Prices are for the U.S.