PARIS — Mauboussin Parfums is targeting men for the first time.
The high-end jeweler, whose beauty license is held by Diana de Silva, will introduce Mauboussin Homme starting in September in the Middle East, Asia and Europe.
As with the brand’s other fragrances — Mauboussin, Histoire d’Eau and Histoire d’Eau Amethyste — inspiration for Mauboussin Homme was taken from a stone. This time it’s the hematite, a dark, metallic rock with iridescent highlights, which its bottle is meant to reflect.
Mauboussin Homme’s flacon, created by Thierry de Baschmakoff, also took a cue from the Mauboussin for Women fragrance.
“There is a synergy between our first women’s and men’s scents,” said Pascale Bellenand, head of marketing at Mauboussin Parfums. Both of the fragrances’ bottles are curvaceous and peaked in a gem-like way, for instance. However, while Mauboussin for Women’s flacon takes a golden tinge, Mauboussin Homme has a deep-violet hue — one of the brand’s key colors — and a spray cap that’s darker colored for a more masculine feel than its feminine counterpart.
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Mauboussin Homme’s juice, created by Firmenich’s Alberto Morillas, includes top notes of lavender, rosemary and bergamot; cinnamon, sage and patchouli as heart notes, and sandalwood, white musk and Bourbon vanilla at the base.
“Mauboussin Homme doesn’t target teenagers,” said Bellenand, who added it is meant to lure men between the ages of 25 and 50.
While Mauboussin executives would not discuss numbers, industry sources estimate the new men’s scent will generate $4 million in retail sales during its first year.
The fragrance will come as a 100-ml. eau de parfum spray for $79, a 100-ml. eau de toilette spray for $70 and a 50-ml. eau de toilette spray for $47. Ancillaries include a 75-ml. aftershave balm for $33, a 150-ml. allover shampoo for $26 and a stick deodorant for $23.
Dollar prices are converted from the euro at current exchange rates.
Mauboussin Homme’s launch will be accompanied by yet-to-be-finalized single-page advertisements. There also will be 1.2-ml. samples.