forevermore79
09.05.08, 11:04
Pierwsza meska nowosc marki w tej dekadzie, z cosmeticnews.com:
"French luxury jeweler Cartier has hit the road for its latest
fragrance. Named after its watch line Roadster, the company hopes
its new fragrance for men differs from the current market offer in
more ways than one. “We like to be audacious and surprise people,”
Cartier International president Bernard Fornas comments.
Created by in-house perfumer Mathilde Laurent, the scent is a
mineral fougère built around a powerful mint note. “It was
interesting to work with because it is difficult to make mint play
well with other ingredients,” Laurent tells CosmeticNews. “The
manner of working on it was very Cartier; I used the ingredients as
a jeweler uses precious stones.” Other notes in the scent include
bergamot, patchouli, labdanum and vanilla. Laurent worked on the
creation for two years, she reveals.
The product also stands out for its packaging, designed internally.
The thick cut glass bottle lies on its side. “We think this concept
will interest certain [competitors] in a visual sense, because it
necessitates more space in-store,” Fornas says. The heavy, metal
lid’s shape is reminiscent of the crown mechanism of Roadster
watches.
The company is targeting men aged 30-40 with its new fragrance, a
different customer to its bestselling scent Déclaration, which
launched 10 years ago. “We have the same ambitions for Roadster as
for Déclaration,” Cartier’s new general manager Europe for
fragrances and eyewear Coralie de Fontenay says.
The Roadster line launches worldwide in September, with the EdT
priced at €50.50 for 50ml and €71 for 100ml. Around the launch, the
company is planning a major multimedia campaign that
will “differentiate Cartier from other brands”, Fornas says."
Zdjecie z WWD.com (na zdjeciu wraz z nowym, meskim Lopez Deseo for
Men"
www.wwd.com/content/issues/050908_toc.jpg
