Lady Gaga follows in the tradition of a long line…
Men’s and women’s designer fragrances add aromatic twists to classic notes.
There’s plenty of fragrances launching this spring (and you can take a look at our spring magazine issue when it drops later this month to confirm), but today we’re focusing on two new fragrances at opposite ends of the gender spectrum—at least when it comes to marketing. Read all about Burberry’s Mr. Burberry and Elie Saab Le Parfum Rose Couture.
We’ve spoken of gender neutrality and unisex perfume recently. It’s a trend that is being embraced from everyone from Chanel to Calvin Klein—and we expect to see more brands following suit. But sometimes a girl just wants something feminine and in pink packaging please. And sometimes a guy just wants something moody and masculine. Fear not—this post is for you.
The latest spritz from the house of Burberry is for the fellas. Described in the press materials as the most significant men’s fragrance from the brand, this scent “perfectly encapsulates a mood and attitude that today’s Burberry man will recognize as his own,” according to Christopher Bailey, Chief Creative and Chief Executive Officer of Burberry.
The fragrance notes include grapefruit, tarragon, cardamom, birch leaf, nutmeg oil, cedarwood, vetiver, guaiac wood and sandalwood. The effect: A fresh and woody spritz suited to men who enjoy the classics of a wardrobe: jeans, tees, a trench, a great white shirt.
Surprisingly, the two videos to accompany the spritz (one of the fragrance and another of the man who will wear it) are directed by Steve McQueen, he of 12 Years a Slave and Hunger. It’s a soft, dare-we-say romantic departure for the director. Though undoubtedly masculine, there is much of the modern man in the marketing. He still wears a suit well, is easy on the eyes and loves a good romp—but there is tenderness here too.
The collection includes body wash, face moisturizer, deodorant, beard oil and aftershave.
Burberry Mr. Burberry, $100 (100 ml), www.thebay.com
“The very symbol of femininity,” communicates the press materials for Elie Saab Le Parfum Rose Couture. Referring to, of course, the rose, Elie Saab took its classic, Le Parfum, and boosted the femininity via rose. Think orange blossom, rose petal, peony, vanilla, jasmine, sandalwood and patchouli: All the things that make the phrase sugar and spice and everything nice come to mind. But the fragrance is surprisingly subtle. It is (and smells) pink—there’s no doubt about that. But the florals are soft. The vanilla, subdued. And the rose shines softly, more in line with aromatherapy than perfume.
The campaign is fronted by model Toni Garrn who is also the Plan International Ambassador for the Because I Am A Girl campaign. Garrn, decked out in a breezy silky dress, blonde hair blowing, is definitely beautiful, but in the Saab imagery, she’s set against a backdrop of skyscraper. It’s a welcome twist to the predictable pretty-girl-in-pink-perfume marketing.
Elie Saab Le Parfum Rose Couture, $115 (90 ml), www.thebay.com
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