True Star Men Launch To Be Supported With Print, TV Ads
This article was originally published in The Rose Sheet
Executive Summary
Tommy Hilfiger Toiletries will support the launch of True Star Men in September with an "extensive" print and television advertising campaign starring singer Enrique Iglesias, Estee Lauder's Aramis and Designer Fragrances division said
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Tommy Hilfiger Toiletries will support the launch of True Star Men in September with an "extensive" print and television advertising campaign starring singer Enrique Iglesias, Estee Lauder's Aramis and Designer Fragrances division said. Efforts include TV ads shot by David LaChapelle and a print campaign photographed by Mario Testino. The print ad shows Iglesias seated in a white shirt and jeans holding a guitar and also features a shot of the fragrance bottle. Additional promotions will tap "non-traditional media outlets...to target the music audience and capitalize on Enrique's universal popularity," the company noted. The "modern and sensual" fragrance opens with pink grapefruit and watery notes, which blend to orris and black licorice. Drydown features saffron, sandalwood and vanilla accords. "With True Star Men, we wanted to develop a fragrance of contrast from a unique blend of captivating notes so that when you wear the fragrance, it envelops you with a relaxed yet addictive feel," according to Raymond Matts, Aramis and Designer Fragrances Vice President, Corporate Fragrance Development Worldwide. The juice is housed in a translucent charcoal gray glass bottle with a thermo luster metallic finish that is shaped like a microphone, the firm noted. True Star Men will be available in a 1.7 oz. and 3.4 oz. edt for $39.50 and $55, respectively. Ancillaries will include After Shave and After Shave Balm, which will come in 3.4 oz. sizes for $42. Deodorant Stick will launch next spring for $15. Estee Lauder announced Iglesias would be the face of True Star Men earlier this year, offering a counterpart to True Star, which debuted in September 2004 with an ad campaign featuring singer Beyoncé Knowles (1 (Also see "Lauder Partners With True Star Iglesias To Launch Men’s Fragrance" - HBW Insight, 7 Feb, 2005.), p. 5 and 2 (Also see "Lauder Is “Crazy In Love” With Hilfiger-Knowles Partnership" - HBW Insight, 2 Feb, 2004.), p. 4). Iglesias has sold approximately 40 mil. albums worldwide, according to Estee Lauder. The firm notes he is currently working on his latest album. |