ROCHAS DIVES INTO NEW MEN’S FRAGRANCE

Byline: Brid Costello

PARIS — With its new fragrance, Aquaman, Rochas plans to fortify and invigorate its men’s fragrance portfolio.
“[Aquaman] will bring balance, so we will have a really coherent, strong masculine offer that’s modern and desirable,” explained Ioana Ratiu, international marketing director for Rochas.
Aquaman is a spicy, woody, fresh scent, a blend Ratiu said was missing from the Rochas men’s fragrance lineup. Aquaman’s juice — with top notes of grapefruit, eucalyptus leaves and cypress; geranium leaves, coriander and sage at the heart, and cedarwood, amberwood and cardamom in the base — was created by Firmenich’s Jacques Cavallier.
“What is needed today is an escape to another space, one that gives inspiration and a space to discover new emotions,” said Ratiu, in explaining how Aquaman got its name and concept. “Water is one of those spaces. Water fascinates man because it brings new sensations — the sensation of liberty, the liberty to move, to be yourself, to act following your instincts.”
The fragrance’s bottle, shaped like a vial and topped with a metal cap, was designed by Lehnert and produced by Pochet.
The scent will be introduced in Europe in April, and the Middle East and Asia in May and June. Launch plans for the U.S. have not yet been finalized.
The fragrance comes as 50-ml. and 100-ml. eau de toilette sprays that will retail for $34 and $50, respectively. All figures are converted at current exchange rates and are for France. There will also be an ancillary line, including an aftershave lotion, a hair and body shampoo and a deodorant stick that will retail for $27, $18.50 and $14, respectively.
Advertising will break at launch as single-page and double-page spreads showing model Alan Kobilika swimming naked. There will also be posters and window displays supporting the launch, and 10-to-30-second TV and cinema spots planned for yearend.