A Fragrance for Discerning Gentlemen
On a good day, Diane Ruzvidzo, Brand Manager, Givenchy is as confident and cheerful as the brand she represents. Of course, it helps to be positive considering that she has the pleasant assignment of selling fragrance to men. To be sure, the Givenchy brand has been in the Nigerian market for 10 years.
At the moment, there is a huge demand which is a definite connection to the brand’s interest to pursue growth in Nigeria, Africa’s biggest and fastest growing economy. Ruzvidzo who is in Nigeria with her team from Ella Afrique in Zimbabwe is confident that the brand will continue to do well in Nigeria. Her conviction rests on the fact that Givenchy has already successfully launched two fragrances in the Gentleman Only franchise. Her current mission in Nigeria is to introduce the Gentleman Only Casual Chic, a new product which she said is perfectly suited to the cool and calm facet of the quintessential Nigerian gentleman.
In arriving at a conclusion that furthers the objective of this product launch to Nigeria, the brand is adhering to its time- tested global guidelines, while fashioning an appropriate strategy that is suitable for the Nigerian market. These calculated approach include an innovative line of support to retail partners. For instance, a sampling campaign is currently taking place at The Palms Shopping Mall, Victoria IslandLagos with the intention of driving customer traffic to leading retail partners in Nigeria like Essenza, Montaigne Place and Park ‘ n’ Shop. Customers are held spellbound through various creative methods which take into account the need to win new lovers and retain old friends for the brand by indulging them with a gift.
The advertising copy for Gentlemen Only Casual Chic exposes a flirty image, suggesting that although the product is masculine, but it commands an irresistible female attraction. The words that follow are no less teasing. “Although, it may seem easy to demonstrate one’s elegance in a suit, the true gentleman reveals himself in those moments where formal attire no longer serves a purpose, where authentic style, natural ease and a casual spirit reclaim their rightful place: By a sports ground, behind the wheel of a gorgeous convertible, back from a day on the slopes. These are moments when genuine charm is revealed.”
With the launch of Gentlemen Only in 2013, Givenchy revealed a new image of the gentleman. Naturally, the House of Hubert de Givenchy seeks to outdo itself by going several notches up the ladder of sensual elegance with its 2014 creationGentleman Only Casual Chic, a fragrance that lays claim to being suffused with lightness and utter seduction. The bluish reflections of the Eau de Toilette call to mind the delicate colours of daybreak.
Gentlemen Only Casual Chic comes in the timeless and masculine English- style flask already used by the range. The box opts for lightness with its sky- blue, almost lavender hue, exuding freshness that contrasts with the cheerful, energizing orange borders. While remaining true to the original accords of Gentleman Only ( sandalwood, cedar wood, birch leaf), the new fragrance asserts its own livelycardamom, ginger and juniperthis wood spicy fresh fragrance successfully blends freshness and character with captivating comfort to create an easygoing elegance that fits the discerning gentleman like a second skin.