By and  on June 22, 2007

Tom Ford, the man known for baring acres of flesh in his advertising, has chosen to reveal himself instead in the images for his new men’s fragrance.

And there is a strategic reason why Tom Ford for Men, which is slated to launch Sept. 23, breaks that barrier: This launch has been designed as the third branding building block behind the Black Orchid women’s scent and the Private Blend niche collection and is intended to solidify Ford’s stature in beauty. “This is Tom Ford branding himself,” said Andrea Robinson, president of Tom Ford Beauty and Prescriptives, two divisions of the Estée Lauder Cos. “We are working on the foundation and the base of the business.”

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