Carolina Herrera Dialing Up 212 Men Fragrance In September
This article was originally published in The Rose Sheet
Executive Summary
Fashion designer Carolina Herrera will introduce a partner scent to the 212 women's fragrance in September in upscale department stores including Saks Fifth Avenue and Neiman Marcus. Like the women's scent, 212 Men takes its name from Manhattan's telephone area code and is designed to appeal to a young, urban audience that is "most at home in New York City" but "can be spotted all over the globe."
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Fashion designer Carolina Herrera will introduce a partner scent to the 212 women's fragrance in September in upscale department stores including Saks Fifth Avenue and Neiman Marcus. Like the women's scent, 212 Men takes its name from Manhattan's telephone area code and is designed to appeal to a young, urban audience that is "most at home in New York City" but "can be spotted all over the globe." 212 Men bowed in international markets, including Spain, Portugal, Europe and the Middle East, earlier this year ("The Rose Sheet" May 3, p. 6). The 212 women's scent debuted in the U.S. in 1997. The brand is marketed internationally by Barcelona, Spain-based Antonio Puig Perfumes and in the U.S. by New York City-based Puig USA. The company will support the launch of the men's scent with a print campaign designed by Baron & Baron, the agency that created the ads for the women's debut. Like its sister's campaign, the men's spots "celebrate life through the eyes and windows of Manhattan." Shot by Mikael Jansson, black and white photographs depict a young man and woman on a bed in front of a picture window through which the Empire State Building is visible. The ads include a small color photo of the 212 Men bottle. Copy reads: "212 Men. A sense of the city" and the ads are tagged: "A New Fragrance From Carolina Herrera." Created by Firmenich, the "subtle" scent opens with "energetic" notes of grapefruit, ginger, mandarin and green leaves. The heart of the fragrance, representing an "aquatic mineral masculinity," includes iron woods, marine molecules, sandalwood and guaiac wood. Base notes convey a"'hi-tech' spiritual sensuality" with "captive musk and a precious woody complex." The scent is housed in "simple, classic" cylindrical aluminum packaging, with the blue-tinted juice visible through die-cut glass windows in the shape of the numbers 212, echoing the women's design. A magnetized pull-off cap "snaps firmly into place with a satisfying click" that "gives a feeling of quality, like closing the door of a Mercedes," the company said. Packaging for both the men's and women's scents was designed by Fabien Baron. 212 Men will be available as a 3.4 oz. eau de toilette spray for $55 or a 1.7 oz. spray for $38.50. Ancillary offerings include a 3.4 oz. aftershave or 3.4 oz. "cooling" aftershave gel for $35. Shower gel is $22 for 8.5 oz., while a 2.5 oz. deodorant stick will retail for $15. |