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Clarins Builds Azzaro Pillar With Launch of Wanted

The juice is a blend of woody, citrus and spicy notes.

It’s in the juice.

That’s the key to the Clarins Group’s new Azzaro Wanted fragrance for men — the woody, citrus, spicy blend that executives expect to build the Azzaro offerings into a fragrance house.

“This is our first opportunity to have a house of Azzaro,” noted Amy Braden, vice president of marketing for Clarins. Wanted will join Chrome, which she said remains a top 10 brand globally, as part of the Azzaro lineup. “It’s really about the positioning,” Braden said. “[Chrome] was about a father-son relationship. This one’s about the guy.”

Wanted as a fragrance was built to appeal to a wider swath of people, according to Sandrine Groslier, president of the Clarins Fragrance Group. “For me, this fragrance can suit more people,” Groslier said. “It’s much more universal.”

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She described the scent as classical but luxurious. “This man is bold, this man is daring, he’s a bit spicy in a way,” Groslier said, who said her instructions to perfumer Fabrice Pellegrin of Firmenich were “it should smell rich and it should smell beautiful.”

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The scent will launch exclusively with Macy’s mid-March with a splash that includes a bold marketing campaign. Industry sources estimated globally, it could bring in around $100 million in its first year. The fragrance has already been launched internationally, in Europe in June 2016 and in the Middle East in September. In July, Wanted will launch in full distribution, about 3,000 doors, including Sephora, J.C. Penney, Ulta Beauty and other department stores.

The new fragrance is housed in a gear-like bottle inspired by race cars and precision watches — some of the interests of the man behind the blend.

Clarins envisioned the wearer as a bold, daring man living an unbound life, who men want to be like and women want (hence the name). Model Nikolai Danielsen is the frontman of the campaign, which will roll out nationwide with television spots planned around Father’s Day.

The juice has top notes of lemon and ginger, followed by cardamom and vetiver accords, with a tonka bean and smoky juniper finish. It is priced at $85 for a 100-ml. eau de toilette, or $65 for a 50-ml. eau de toilette.

“There’s something fun and interesting in finding that risk-taker,” said Braden. “Someone that’s just ready to live life and be like, ‘you know what, I’m doing it — I’m going out, I’m having fun,’ and I think that’s what Millennials are about. They’re not about being conformed and having people telling them what the rules are.” While the fragrance is expected to appeal to a wide demographic, Clarins is targeting 25-35-year-olds specifically.

“They are doing what they want to do, when they want to do it, and that’s kind of what this guy is about,” Braden added.