By  on June 16, 2006

NEW YORK — Viktor Horsting and Rolf Snoeren claim to have come up with a solution for boredom in the men's fragrance world. That's why they called their new scent Antidote.

It is slated for a September launch.

While most designers would follow up a successful fragrance by creating a masterbrand, using a variation of the same name, Horsting and Snoeren are planning to follow last year's successful Flowerbomb women's fragrance with this completely unrelated men's project — a move as quirky as the duo themselves.

"Viktor and Rolf wanted to create a completely new project — and, as a concept, that made more sense," said Jack Wiswall, president of the Designer Fragrances Division of L'Oréal USA, which holds the Viktor & Rolf fragrance license. Next month, Wiswall will pass the reins to Serge Jureidini, currently the general manager of the company's Giorgio Armani Beauty business in the U.S. "Flowerbomb on its own is great for women and has been very successful, but the concept didn't really translate to the men's market," Wiswall said.

Added Ladan Lari, global managing director for Viktor & Rolf Fragrances, "Antidote is a very personal fragrance from Viktor & Rolf. Not only were they extremely involved in the creation of the fragrance, but it also expresses the value of their Monsieur fashion collection." The Monsieur ready-to-wear line was launched in 2003.

The Antidote moniker is intended to "change anything negative into a positive," said Ulli Lindauer, assistant vice president of marketing for L'Oréal's European Designer Fragrances division. "Our mission as fragrance creators is to turn dreams into reality, and Antidote is the perfect antidote to reality."

To drive home how important the scent is to L'Oréal, the executive team decided to introduce the fragrance to the U.S. press last night, at singer/songwriter Rufus Wainwright's two-day engagement at Carnegie Hall. The musician — a longtime Viktor & Rolf fan who often wears the designers' creations while performing — is reprising Judy Garland's April 1961 Carnegie Hall concert. L'Oréal also scheduled a launch party upstairs at Carnegie Hall after the conclusion of Wainwright's show Thursday.

The juice, by Alienor Massenet and Pierre Wargnye of International Flavors & Fragrances, is a rich, woody oriental. Top notes are of mint leaves, Italian bergamot, mandarin orange, essence of grapefruit and essence of Guatemalan cardamom; the heart is of sambac jasmine absolute, essence of French lavender, essence of African geranium, essence of nutmeg, cinnamon bark extract, freesia, orange blossom and violet, and the drydown is of amber, essence of Indonesian patchouli, cistus labdanum absolute vanilla, iris, sandalwood, Texan white cedar, essence of guaiacum wood, tree moss, leather, white musk and tonka bean. IFF also created Flowerbomb for L'Oréal.

To Read the Full Article

Tap into our Global Network

Of Industry Leaders and Designers

load comments
blog comments powered by Disqus