CERRUTI’S YOUNGER IMAGE
Byline: Janet Ozzard
PARIS — Nino Cerruti is going after new blood.
The Italian fashion company’s fragrance business, licensed to Elizabeth Arden, is introducing Cerruti Image, a men’s fragrance targeted to a younger customer — one not unlike 25-year-old Julian Cerruti, son of the designer. Julian works for the company as assistant to the women’s fashion designer Peter Speliopoulus.
The fragrance, said Gabriele Pungerscheg, vice president of European fragrance marketing at Elizabeth Arden, is geared toward a slightly younger customer than the first men’s fragrance, Cerruti 1881. Its target audience is men aged 25 to 40, she said. “But we wanted to conserve the values of the existing brand,” said Pungerscheg. “It has to be timeless, but attract young people — not adolescents.”
Image will be launched in Europe in September and will be rolled out to the rest of the world starting in 1999. While Arden executives declined to comment, industry sources estimate the scent could generate some $30 million to $50 million at wholesale in its first year.
Cerruti himself got quite involved with the fragrance, even down to choosing the distinctive top note — barbancia leaf — from Givaudan-Roure.
“This is one of those notes that Givaudan-Roure found during one of their Scent Treks,” said Pungerscheg, referring to the fragrance house’s trips to farflung places to seek new notes. “Nino had smelled it a few years earlier, and he remembered it when we started working on this project. He wanted [the fragrance] to be light and crisp and airy, but he also wanted it to be long-lasting,” she added.
The other top notes in the woody-hesperidic-aromatic are pear william and black pepper. It has a heart of atlantic cedar, fig leaves and jasmine, and a drydown of Haitian vetiver, musk and amber.
The bottle was developed by French bottle designer Thierry de Baschmakoff and features a silver tab top and a glass bottle with words etched in the frosted bottom half.
The ad campaign, created by Ogilvy & Mather here, will break in the fall in magazines and on TV. It was shot by Andrew Douglas and features situations rather than a specific male or female model.
One image shows a man standing on a platform with his arms outspread against a blue sky; another shows a shot of the gleaming metal Guggenheim museum in Bilbao, Spain, while a third is a shot of an urban street with a sunny blue sky above. Across each image is written a motto, such as “Look Up” or “I’m Flying.”
“We wanted to make a campaign expressing what you can achieve, about being happy and positive,” said Pungerscheg.
She said there will also be 15 million to 20 million samples distributed in stores and through magazines.
Image is available in three sizes: a 30-ml., 50-ml. and 100-ml. eau de toilette spray, 50-ml. and 100-ml. aftershaves, a splash and a deodorant. In France, prices range from $24 for the deodorant to $60 for the 100-ml. eau de toilette spray.