BERLIN — Mäurer & Wirtz Prestige is shooting from the hip flask with Loaded, a new Strellson scent launching this month. It’s the first fragrance for Strellson Sportswear and the third under Mäurer & Wirtz’s licensing arrangement with the Swiss men’s wear brand.
Bottled in what looks like a brushed aluminum pocket flask decorated with Strellson’s guitar pick-shaped logo in red, the International Flavors & Fragrances-created fragrance cocktail kicks off with heady notes of black pepper, bergamot and licorice; settles into a heart of lavender, myrrh and ginger, and finishes with a dry down of patchouli, amber and incense. Loaded’s outer packaging — a white box featuring an outer flap secured with a red elastic band, resembling a pack of cigarettes — is meant to impart a feeling of “vice is nice.”
Strellson Loaded will be carried where Strellson sportswear is on offer — in Strellson stores, department stores and perfumeries in Western and Eastern Europe, Asia and Canada. The eau de toilette is available in 30-ml., 50-ml. and 100-ml. sizes and is priced at 35 euros, 45 euros and 65 euros, or about $47, $60 and $87 respectively at current exchange. The line also includes aftershave lotion, shower gel, deodorant stick and deodorant spray.
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Loaded will also be the first Strellson scent to utilize a television campaign as well as print and online advertisements. The TV spot shows a modern rebel, clad in jeans and a white T-shirt, rushing against a sea of suit wearing urban drones. “The scent is intended for an individualistic man to wear in his free time,” said Iris Pulina, Mäurer & Wirtz Prestige senior brand manager. “He’ll be loaded up with energy for the day.” Pulina and her team are hoping the irreverence of the name and bottle will pack a punch in perfumeries.
The Strellson-Mäurer & Wirtz collaborations have so far been well received, with 2010’s Strellson No. 1 winning two design awards for its bottle, and 2011 flanker Strellson D.Strict nominated in the premium category for this year’s Duftstars, the awards given by the German Fragrance Foundation, competing against fragrances from Armani, Hugo Boss and Yves Saint Laurent.
“We held off making a fragrance for a very long time,” said Sabine Kracht, head of license management for Holy Fashion Group, Strellson’s parent company. “We’re not a brand that just gives our name and says “go make something,” she said. “With Mäurer & Wirtz, this is really a good partnership, and I think you can see that the fragrance products are clearly in line with and further our brand concept.”
Mäurer & Wirtz Prestige has also been tapped to launch fragrances for Holy Fashion Group’s Windsor apparel brand later this year.