PARIS — French ready-to-wear house Rochas and its fragrance license-holder, Wella AG’s Cosmopolitan Cosmetics, will introduce a new men’s fragrance, called Lui, starting in September.

The scent, targeting the 25- to 35-year-old set, will join Rochas’ men’s lineup of Rochas Man and Eau de Rochas Homme.

“We needed to extend our proposal both in an olfactive sense and concept-wise,” said Ann Boutigny, marketing vice president at Cosmopolitan Cosmetics. “Our intention is to propose a third olfactive possibility for consumers.”

Already, Rochas’ men’s lineup includes Rochas Man, a sensual aromatic oriental, and Eau de Rochas, a fresh citrus chypre.

For its part, Lui, concocted by Robertet’s Michel Almairac, is a fresh amber woody. Its juice includes top notes of Calabre cedarwood and neroli; bison grass, sycamore wood and cedarwood at the heart, and base notes including patchouli and vanilla pulp.

The new scent is meant to be a mix of old and new, said Boutigny. Lui’s bottle, for instance, which was designed by Agence Love, is of heavy glass, like flacons of yesteryear. Yet with a new twist, the bottle’s rounded on its bottom, making it rock when set down.

The fragrance’s advertising, shot by Rasmus Mogensen, features South African model Pieter Du Preez with his hands covering half his face. The tagline of the single and double-page Lui ads read: “Rochas, you know the name, discover the man.”

Lui will bow in Europe, the Middle East and South America in September through November. There are no plans at present to introduce the fragrance in the U.S. or Asia.

Boutigny refused to discuss numbers, but, industry sources estimate Lui will generate $15 million in wholesale sales its first year.

The eau de toilette will be available in 50- and 100-ml. spray bottles that will retail for $46 and $65 (41 euros and 58 euros), respectively. Lui’s ancillary line includes a 100-ml. aftershave, a 200-ml. hair and body wash and a 150-ml. deodorant spray, which will sell for $28, $22 and $21 (25 euros, 20 euros and 19 euros), respectively.Dollar prices have been converted from the euro at current exchange rates and are for France.

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