The Black XS ad.

Paco Rabanne is targeting bad boys with hearts of gold with Black XS, starting this summer.

PARIS — Paco Rabanne is targeting bad boys with hearts of gold with Black XS, starting this summer.

The brand, which is owned by Barcelona-based Puig Beauty & Fashion Group, will introduce the scent as a follow-up to its 1993 XS men’s fragrance.

The new scent targets a young consumer, aged 18 to 25 years old, compared with XS’ core consumer, who is about 35.

“It’s the man of the 21st century, explained a la Rabanne,” said Vincent Thilloy, international marketing director at Paco Rabanne Parfums. “He’s a sensitive bad boy.”

To illustrate such duality, the word “black” is written in gothic lettering and is intertwined with roses on the scent’s tall black bottle.

The Black XS flacon, which is of heavy glass decorated with vertical grooves, is topped with a black flip-top cap.

The fragrance’s advertising also attempts to capture the multiple facets of the 21st-century man. Shot by photographer Matthew Brookes, the campaign features model Will Chalker.

“In the visual, we wanted to show the very sensual side of the Black XS man, but also the bad boy side,” said Thilloy.

The print ad will break as single and double pages, as well as posters. The campaign will be accompanied by a sampling effort that will include vials.

Black XS’ juice, a fresh sensual woody, was concocted by Firmenich’s Olivier Cresp. It features top notes of Calabrian lemon, kalamanzi, tagete and sage; heart notes of cinnamon, tolu balm, black cardamom and praline, and base notes of palissandre wood, black amber, patchouli and ebony wood.

The eau de toilette will be available as 50- and 100-ml. sprays that will retail in France for 39 euros and 49 euros, respectively, or $48 and $60 at current exchange. The ancillary line comprises a 100-ml. aftershave lotion for 40 euros, or $49; a 100-ml. shower gel for 21 euros, or $26; a 150-ml. deodorant spray for 21 euros, or $26, and a 75-gram deodorant stick for 18 euros, or $22.

Thilloy declined to give sales projections. However, industry sources estimate the fragrance will generate 20 million to 30 million euros, or $24 million to $37 million, in wholesale volume its first year on counter.

This story first appeared in the June 3, 2005 issue of WWD. Subscribe Today.

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The fragrance will be introduced at the end of July in France and will be launched internationally in September through October.

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