PARIS — Pierre Cardin is set to launch a new men’s fragrance targeting the young set.
The French fashion brand and its European beauty license holder, Coty Inc., will introduce the scent, called Revelation, in Europe this month.
Like Cardin’s designs, the fragrance is meant to be a code-breaker. Take its distribution: The scent will be sold in selective and mass-market channels.
“The accessibility of luxury is a permanent credo of Pierre Cardin,” said Florence Rollet, managing director at Coty France.
Cardin’s other scents, which include Choc and Rose for women and Pierre Cardin Pour Monsieur and Enigme for men, are sold only in mass stores.
Revelation targets thirtysomething urban males — a demographic slightly younger than Cardin’s existing men’s scent users, who are generally aged 35 to 50, explained Muriel Pauli, marketing director at Coty France.
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While Coty executives would not discuss numbers, industry sources estimate the new scent will generate between $1.8 million and $2.4 million in retail sales during its first year in France.
Revelation’s bottle was created by Cardin and Thierry de Bachmakoff, of Aesthete design agency. The flask-shaped, brown flacon features an oval metal spray device. The scent’s outer packaging is also brown with silver-colored accents.
The juice, concocted by Mane’s Daniel Moliere, is fresh, spicy and woody. Its top notes include star anise, wild mint, lemon, birch tree, pink grapefruit and mandarin rind. Teak, incense, white jasmine, basil and sage are at the heart. The fragrance’s base features notes of white musk, solar musk, ebony, palissander wood, sandal and amber.
The eau de toilette will be available in a 50-ml. spray at mass chains, where it will retail at $23 at current exchange rates, or 18.95 euros. A 200-ml. deodorant spray will also be available in mass stores for $7.11, or 5.85 euros.
In selective distribution, the fragrance will be sold as 30- and 75-ml. eau de toilette sprays that will sell for $23 and $36.40, or 18.95 euros and 29.95 euros, respectively.
Revelation will bow in France, Spain, Germany, the U.K. and Benelux and Eastern European countries this month.
A single-page print advertising campaign, shot by Allistair Taylor Young, will break starting in May. It features model Jean Lucca Cerruti. The TV campaign, which is to kick off in France in June, was also directed by Taylor Young and shows Cerruti sketching what turns out to be the Revelation bottle.
Sampling for the new scent will include postcards and two million Sophisticate samples.
— Brid Costello