PARIS — Cerruti is adding a fresh take to its best-selling 1881 men’s scent franchise with Acqua Forte.
It is the only “eau” in the line, according to Cécile Fleischer, global marketing director for Cerruti at Coty Inc., the label’s fragrance licensee.
Jazz guitarist Thomas Dutronc fronts the project. The son of singer Françoise Hardy and singer and movie actor Jacques Dutronc, he has also appeared on the silver screen. Dutronc called the scent “chic,” “sober” and “bottled sun.”
For the fougere aromatic juice, Firmenich’s Olivier Cresp was inspired by the Mediterranean. Acqua Forte includes notes of yuzu and cardamom in the top; basil and Cascalone in the middle, and palisander wood and cashmere wood in the base.
The scent began its launch in Europe earlier this week, on March 25, and then China is scheduled.
Coty executives would not discuss sales projections. But industry sources estimate Cerruti 1881 Acqua Forte will generate 20 million euros, or $25.6 million at current exchange, in first-year retail sales.
The eau de toilette comes in 75- and 125-ml. versions, which retail in France for 49 euros, or $62.80, and 69 euros, or $88.40, respectively, at current exchange. There is also a shower gel.
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