PARIS — Parfums Kenzo will maintain its eclectic approach to beauty when it introduces KenzoAir, the new men’s scent, this fall.
KenzoAir is designed to defy traditional thinking in men’s fragrance marketing, according to executives at the LVMH Moët Hennessy Louis Vuitton-owned firm.
“Today, all the men’s fragrances that are launched on the market have a very macho approach — [they’re about] manly men with a sense of responsibility, who know where they’re going,” said Patrick Guedj, Parfums Kenzo’s creative director and head of marketing. “Men have the right to stay children, to let go, to be free, to be irresponsible and regressive in a way.”
Such a carefree attitude is apparent in the single- and double-page print advertisements for KenzoAir, directed by Guedj and featuring actor Vincent Martinez, who smiles dreamily and is backed by a bright, practically cloudless, blue sky.
So, too, is this attitude in the 40-second spots, also directed by Guedj and starring Martinez and model Katy Braitman, which are destined for movie theaters. In one, the duo’s driving in a car. In the other, the couple reposes at the edge of a desert cliff while a paper plane flies by.
In both — and in the shorter TV clips to come — Martinez sings Bob Dylan’s “Blowin’ in the Wind.”
Paper airplanes also will play a leading role as samples for KenzoAir, which was concocted by Symrise’s Maurice Roucel.
KenzoAir will come as an eau de parfum, which includes notes of angelica, cumin, anis and extract of pure vetiver, and an eau de toilette, which contains notes of bergamot, anis, vetiver essential oil and vetiver from Haiti.
Also a variation on a theme is KenzoAir’s bottle. Created by Italian artist Laura de Santillana, the flacon’s size is the same for the 90-, 50- and 30-ml. versions. What differs is its glass content, which varies according to how much liquid is contained.
While Kenzo executives refused to reveal sales projections, industry sources estimate KenzoAir could generate $5 million in wholesale sales in its first three months after its October introduction in France and Italy.
The scent will be launched worldwide in 2004.
KenzoAir will come as 50- and 90-ml. eau de toilette sprays for $57 and $69, respectively. There also will be a 30-ml. eau de parfum spray for $55 and a 20-ml. eau de toilette compact spray for $32.
Dollar prices have been converted from the euro at current exchange rates and are for France.