Giorgio Armani‘s beauty licensee L’Oréal on Wednesday presented the designer’s new men’s fragrance, Eau de Nuit Oud, at the Armani Hotel in Milan. The scent is an extension of the brand’s Eau de Nuit fragrance.
Firmenich nose Marie Salamagne, who created Eau de Nuit Oud, revealed that the objective of the men’s fragrance was “to revisit the classic Eau de Nuit, which is a woody, spicy scent, bringing it to a more intense and mysterious level.”
Salamagne stressed the importance of oud, a precious, resinous and natural element that can’t be reproduced artificially. Originally from the Indian state of Assam, located to the north of Bangladesh, oud comes from a fragile tree and its production starts only if the plant is cut or damaged and it can take up to 20 years to obtain the resin. The lengthy procedure drives costs up to between $20,000 and $150,000 for one kilogram of the best oud, located in the heart of the trunk. Firmenich works with its own plants, which it has moved to North Laos. The region has contributed to leather notes in the resin’s scent.
“Oud is the recent ‘haute parfumerie’ olfactory trend,” said Salamagne, adding that consumers of the Middle East have always been particularly attracted to the note. Her goal is to draw Italians to oud by balancing the olfactory elements, adding roses to the formula. Eau de Nuit Oud also comprises bergamot, cardamom, pink pepper, cedar wood, iris and Cypriol (an herb with woody accents).
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The fragrance is the fifth of the Eaux pour Homme line, which launched with Eau pour Homme in 1984. In light of its success, Armani relaunched the fragrance in September 2013, with an updated bottle and advertising campaign featuring the designer himself for the first time. In addition to Eau pour Homme, the line includes Eau de Nuit, Eau d’Arômes and Eau de Cèdre.
The shape of the bottles of the men’s fragrances pays homage to Armani’s iconic deconstructed jacket. Eau de Nuit Oud comes in an essential, smoky-black glass bottle with a golden cap and base.
Armani and L’Oréal took the opportunity to also highlight the brand’s women’s Sì Le Parfum, which was launched in May with an event in London. Cate Blanchett has been fronting Sì ads since the fragrance launched in 2013. Sì Le Parfum is the fourth addition to the fragrance line and it’s characterized as a more sensual and mysterious version.
Both fragrances will be available in Italy starting from mid-September. Eau de Nuit Oud will be rolled out in the U.S. in February. It will retail at 95 euros, or $106 at current exchange, for a 50-ml. bottle and 130.50 euros, or $145, for a 100-ml. bottle. Sì Le Parfum will retail in only one format of a 40-ml. bottle at 138 euros, or $153, making it the most expensive among the Sì fragrances. Details about distribution in the U.S. were not available yet.