By  on June 24, 2013

MILAN — Ratcheting up the glamour quotient for men’s fragrances, Gucci and its P&G Prestige licensee are launching Made to Measure, a new pillar with James Franco as the face. The spicy, Oriental eau de toilette is intended as a partner to Gucci Première, the 2012 women’s eau de parfum fronted by Blake Lively.

This story first appeared in the June 25, 2013 issue of WWD. Subscribe Today.

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