Davidoff GoodLife Men's Scent Targeted To The "Older, Wiser" Consumer
This article was originally published in The Rose Sheet
Executive Summary
Lancaster will launch Davidoff GoodLife fragrance for men in 1,800 department and specialty store doors in March. Unlike Davidoff's successful Cool Water scent, which attracted a men in their 20s with its playful positioning, the new fragrance is intended for a more mature man "who wants the best of everything" and "understands and appreciates what really matters," Lancaster said. Advertising images feature a man in his 30s enjoying quality time with his wife and son.