LONDON — In time for the Olympics later this year, Thierry Mugler is launching a new limited edition flanker scent to its Amen men’s fragrance, called Amen Pure Shot. It’s created as a “performance booster.”
The fragrance was inspired by Oscar Pistorius, the South African double amputee sprinter, who has served as the face of Amen since last year. Combining notes of mint, juniper, white pepper, sequoia wood and patchouli, the fragrance is designed to bring “a new dimension of freshness to Amen,” said Joel Palix, president of Clarins Fragrance Group, which owns the Thierry Mugler brand. During a launch for the fragrance in London earlier this week, Palix described the fragrance, which was composed by Givaudan’s Jacques Huclier, as “pure energy in a bottle.”
Pierre Aulas, olfactory artistic director for Clarins Fragrance Group, said that the scent was designed “to be closer to what Oscar was embodying.”
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Palix added, “Oscar goes beyond the traditional concept of performance — he is a story…he has a superb life lesson for all of us.” Palix noted that the fragrance was developed in collaboration with Pistorius, with “all sportsmen” in mind. The resulting scent is “a very vibrant, energetic, spicy woody accord,” Aulas said.
In keeping with its sports inspiration, the ergonomically shaped bottle has been fashioned in shiny white rubber with a turquoise star at its center. The fragrance’s marketing will be centered on digital media. An existing Amen video of Pistorius running on his prosthetic carbon fiber limbs will be posted on the Thierry Mugler Web site and on Pistorius’ own site, as well as on social media channels to mark the Pure Shot launch. The campaign is also to include some print advertising, Palix said.
Pure Shot is a limited edition, but depending on its success it will be reissued next year. While Palix didn’t reveal sales predictions for the fragrance, he said that Clarins hopes the scent will come to represent 20 to 30 percent of the Amen line’s revenues.
“We are confident that Pure Shot could give a new dynamic to Amen,” said Palix. “The overall objective is of course to enlarge the Amen audience and reach out to new consumers…maybe a younger [man] or those looking for fresher spring sensations.”
The fragrance will launch worldwide between April through June. In the U.S., it is to be priced at $85 for a 3.4-oz. eau de toilette spray and will be introduced at Nordstrom in March followed by Saks Fifth Avenue, Bloomingdale’s, Neiman Marcus and muglerstoreusa.com in April.