PARIS — Givenchy’s Play fragrance franchise is about to get sporty with Play Sport, a men’s scent that’s coming out beginning next month.
This story first appeared in the February 24, 2012 issue of WWD. Subscribe Today.
It will hit shelves four years after the introduction of Play eau de parfum and eau de toilette, and two years following Play for Her.
Thierry Maman, global president of Parfums Givenchy, described the new fragrance as being “more energetic, dynamic and fresh” than the original one.
Symrise’s Emilie Copperman and Lucas Sieuzac, who created Play, blended the Play Sport juice. On top are notes of bergamot, mint and ginger, while in the heart and base are notes of lemon tree leaves, amyris wood (the signature element for Play) and black pepper.
The composition evokes “the adrenaline of the sports environment,” continued Maman. “And you have a bit of sensuality with ginger in it.”
Play Sport comes in a frosted-glass bottle that is the same shape as Play’s. Also like its predecessor, Play Sport’s advertising stars Justin Timberlake photographed by Tom Munro. But this time it features Timberlake driving a Jaguar E-Type.
“We said, ‘How can we do something that expresses the sport concept, the outdoors, the concentration, the thrill of the challenge, the elegance of the couture brand and the codes of Givenchy?’ ” said Maman.
In some countries outside of the U.S., Play for Her ads will be running on TV, as well.
“So we have a kind of halo effect on the whole franchise,” explained Maman.
There will be a digital push for Play Sport, which will include a mini-site with a treasure hunt, for instance.
The scent will be launched in March in France, Italy, Spain and the Middle East. It will come out in April in the U.S. and Japan, followed by Latin America, the U.K., Canada and China in May. Although Givenchy executives would not discuss projections, industry sources estimate Play Sport will generate 30 million euros, or $40 million at current exchange, in first-year wholesale revenues.
The Play Sport line is to include 50- and 100-ml. edt sprays, which in France will be priced at 55 euros and 75.50 euros, or $73.25 and $100.55, respectively. There is to be a shower gel and a deodorant spray, too.