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Moschino Renews Friendship With Men’s Fragrance This Spring

This article was originally published in The Rose Sheet

Executive Summary

Moschino will introduce its first men's fragrance in seven years, MoschinoFriends Men, this spring, U.S. licensee EuroItaly said

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Fragrance In Brief

Giorgio Armani Parfums: L'Oréal division unveils latest men's scent, Armani Black Code, the first Oriental fragrance for men to launch under the brand. Positioned as "timelessly sensual," elegant and virile, Black Code contains top notes of lemon and bergamot. The heart comprises olive flower and aniseed accords, which dry down to notes of tonka bean and guaiacum wood. Juice is housed in midnight blue cylindrically shaped bottle reminiscent of lapels on an Armani tuxedo, according to the firm. Scent will launch in 2,000 department and specialty store doors in March, ranging in price from $35 for a 30 mL bottle to $60 for a 75 mL. Ancillaries likely will be added later, firm notes. Launch will be supported with print ads breaking in March books including over 50 mil. scented strips and blow-ins, company says. Other Armani fragrances for men include Armani Mania and Acqua di Gio...

Moschino Couture! Fashioned After Brand’s Prêt-A-Porter Label

Fragrances Exclusive will support the launch of Moschino Couture! for women with print ads and 4 mil. scented strips this holiday season, the company said

EuroItalia

Moschino UOMO? men's scent bowing now in 58 Saks Fifth Avenue doors, with 31 Neiman Marcus stores to follow in mid-June. The fragrance will be backed by print ads in national books, including Men's Health, GQ and Interview. The spots depict a man with a large question mark for a head. On-counter sampling and visual displays will also draw attention to the launch, EuroParfums said. UOMO? is available in a 75 mL eau de toilette spray ($48), 125 mL edt spray ($65), 125 mL edt splash ($53), 125 mL aftershave ($45) and 75 mL perfumed deodorant spray ($20). UOMO? bowed in Italy and the U.K. last fall ("The Rose Sheet" Sept. 22, 1997, p. 2)...

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