MILAN — Missoni unveiled its new men’s fragrance on Friday, named Missoni Parfum pour Homme. This is the brand’s first men’s perfume launch in 20 years and the third scent licensed to Italian company Euroitalia, following the rollout of Missoni Eau de Parfum and Missoni Eau de Toilette women’s fragrances.
Missoni Parfum pour Homme is an aromatic and woody fougère inspired by the Mediterranean atmosphere. Citrus smells such as lemon and grapefruit are softened by lavender in the top notes, while the core of the juice combines ginger, rose apple and jasmine. Woody notes such as sandalwood, oak wood and birch are added to musk and patchouli to complete the scent.
The essence comes in a dark crystal bottle carrying the Missoni logo on a golden plate on the front. The brand’s heritage is referenced in the zigzag motif engraved in the metal cap, reminiscent of Missoni’s iconic patterns.
The fragrance will hit the Italian market starting from the end of June, followed by the launch in the rest of Europe in September. Rollout in the U.S. is planned for spring 2018, along with the one in Russia, South America and in the Middle East.
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The scent will retail at 51 euros, 64.50 euros and 85 euros, or $57, $72 and $95, for the 30-ml., 50-ml. and 100-ml. bottles, respectively.
A perfumed bath and shower gel, a scented deodorant in spray and in stick and an after-shave lotion and balm were created to complete the range. Prices for these products span from 28.50 euros, or $31.90, for the deodorant stick to 56.50 euros, or $63.20, for the after-shave lotion.
Euroitalia’s president Giovanni Sgariboldi expects the fragrance to reach 15 million euros, or $16.8 million, in retail volume in the first year. In addition, Sgariboldi said the investment the company will make in advertising will approach $1 million euros, or $1.1 million, but the concept of the advertising campaign has not yet been disclosed.
Since inking the licensing agreement with Euroitalia in 2015, the Missoni scents were launched in 52 countries and are about to expand in China and the Far East as well. In particular, Missoni Parfum pour Homme will hit shelves in China in 2018.
In 2016, Euroitalia totaled 795.5 million euros, or $889 million, climbing 9.2 percent compared to the previous year, and sold 25 million units. Exports accounted for more than 90 percent of revenues, with the U.S., the Middle East and the U.K. listed as best-performing markets, followed by Italy, Germany, Asia and Australia.