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26.08.04, 20:23
www.moodiereport.com
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Guerlain unveils new masculine Instant - 25/08/04
Source: ©The Moodie Report
By Rebecca Mann
FRANCE. Guerlain is poised to unveil its new men’s fragrance, L’Instant de
Guerlain pour Homme, this September.
The line constitutes a partner for the house’s L’Instant de Guerlain women’s
fragrance, which was launched last year (The Moodie Report.com, 15 August
2003).
The fragrance, described as a “luminous woody”, features notes of lemon,
bergamot, aniseed, Lapsang tea, bitter cocoa beans and patchouli. It was
created by Beatrice Piquet at IFF, in conjunction with Guerlain’s Sylvaine
Delacourte.
Designed by Jérôme Faillant Dumas, the fragrance flacon — a heavy glass
rectangular — is reminiscent of its feminine counterpart, although the men’s
version is topped with a Bakelite cap. The lower half of the bottle is etched
with vertical lines. The outer carton and the ancillaries are packaged in a
warm chocolate brown.
The full line-up comprises 75ml and 125ml edt sprays, an aftershave lotion,
an all-over shower gel, and a stick and spray deodorant.
The advertising for the men’s line also evokes that of its feminine
predecessor. The print campaign depicts model Sergio Muniz stroking Ingrid
Parewijck’s back, framed by a window. It was shot by Quadriga’s Azim
Haidaryan, and directed by Tho Van Tran of Agence Air Paris.
The launch will also be supported by a TV/cinema campaign, and extensive
sampling.
