Byline: S. R.

PARIS — Five years after relaunching its classic fragrance Arpege, Parfums Lanvin is planning to introduce a men’s scent called Lanvin L’Homme in April.
At first the scent will be available exclusively at Lanvin’s store on the Rue du Faubourg St. Honore here, then it will be rolled out in May to 1,200 department store and perfumery doors in France.
At the same time, it will be launched in Italy, Belgium, Portugal, Switzerland and the Mideast. It is scheduled to hit stores in the rest of Europe and Asia in the fall.
No plans have been made for the U.S., where Arpege is currently sold in a limited distribution of 135 specialty store doors. The fragrance, which hit the market in 1927, was most recently dusted off and reformulated in 1992 and is currently the only scent marketed by the brand.
Arpege sales totaled some $13 million (70 million francs) at wholesale worldwide last year, according to industry sources.
Executives at Parfums Lanvin, a division of L’oreal, declined to discuss objectives for the new scent, but sources indicate Lanvin is aiming for sales equal to those of Arpege in 1997.
The new scent is targeted at 25-to-45-year-old men, said Christophe Toumit, who was recently named international marketing director at Lanvin.
“We’re continuing with the idea of Lanvin men’s fashion. We’re emphasizing the same idea of discreet elegance. You sense the quality of the product,” but it is not ostentatious, he said.
For example, he noted, both the glass bottle and the cap are heavy in the hand. The bottle was fired twice to smooth the seam. Also, there is a mechanical closure system that snaps the cap into place and then locks it with a metal handle.
“We wanted to hear a clicking sound; the cap alone has as many parts as a makeup compact,” Toumit said.
The color of the juice is meant to recall Lanvin’s signature blue, and the scent itself is characterized by a fresh lavender and sandalwood accord.
The line will include three stockkeeping units of eau de toilette — a spray and pour in 100-ml. sizes and a 50-ml. spray — and a four-item aftershave range.
Prices will range from $60 (340 francs) for the 100-ml. spray to $21 (115 francs) for the 150-ml. deodorant.
In France, Lanvin will advertise the new brand with a print campaign and probably outdoor posters for Father’s Day, Toumit said.
Peter Lindbergh shot the advertising visual, which shows a man in coat and tie atop the Paris opera. The tagline: Il Serait Fou d’etre Trop Raisonnable (It would be crazy to be too reasonable).