Diesel has created a fragrance for motorcycle-riding bad boys, or those who want to smell like them.
The new fragrance, called Bad, combines accords of tobacco and caviar with cardamom, lavender, bergamot and iris roots for a scent the company describes as “fresh woodiness” and something that “explores a fresh, salty territory in the woody family.” It was crafted by Anne Flipo and Carlos Behaim of International Flavors & Fragrances. The scent is available in travel retail.
Actor Boyd Holbrook, who stars in Netflix’s “Narcos,” fronts the fragrance. In a film for the new launch, Holbrook plays a leather-clad and disarmingly honest seduction master who tells his love interest, “I will make your heart beat — and sometimes break. I will love you every day, but I won’t be here every day. You’ll never know where I live or where I stay. I’ll be no angel; Now you know.”
Holbrook’s other work includes “The Free World,” which premiered at this year’s Sundance Film Festival; “A Walk Among the Tombstones,” which also starred Liam Neeson; “Weightless,” which comes out next year features Ryan Gosling, Christian Bale, Michael Fassbender, Rooney Mara and Natalie Portman, and comedy “Skeleton Twins,” with Kristen Wiig and Luke Wilson.
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The fragrance is packaged in what appears to be a grainy black leather casing, a nod to leather jackets, but is actually a micro-engraved glass bottle developed by Pochet du Courval. The name of the fragrance is left without engraving, allowing people to look inside the bottle, which boasts a “blazing copper interior gives the impression that the bottle is burning from the inside,” according to the company.
At the end of the fragrance’s film, which was directed by Andrew Dominik, Holbrook is shown speeding in a fast car, racing a motorcycle into the sunset and attending a boxing match — then, he gets the girl.