Into the Wild

WWD Digital Daily - - Fashion Scoops - — FIONA MA

In a set­ting be­fit­ting Bul­gari's new fra­grance con­cept, the brand cel­e­brated the launch of Man Wood Essence on Tues­day night in Lon­don's high­est pub­lic gar­den, Sky Gar­den on Fenchurch Street.

Sur­rounded by dec­o­ra­tive fo­liage, the fra­grance was re­vealed along­side a ded­i­cated cam­paign #cit­i­zenof­na­ture, di­rected by fash­ion pho­tog­ra­pher and film­maker Ja­cob Sut­ton, fea­tur­ing Cana­dian ac­tor and model Nick Bate­man.

Guests in­cluded ac­tor Will Peltz, South Korean rap­per Jun Jae Won and Lady Kitty Spencer, who daz­zled in a flo­ral printed dress.

Luis Miguel Gon­za­lez, manag- ing di­rec­tor of Bul­gari Per­fumes, said the idea sud­denly struck him when he was in the Porta Nuova dis­trict of Mi­lan look­ing up at the Ver­ti­cal For­est tow­ers. “It was in­cred­i­ble to see so much na­ture in the heart of the city,” he said.

“It is a fra­grance which re­ally mir­rors to­day's as­pi­ra­tion of the ur­ban so­ci­ety, the con­ve­nience and vibe of the big city and at the same time the quest and ob­ses­sion for bal­ance and au­then­tic­ity,” added Jean-Christophe Babin, chief ex­ec­u­tive of­fi­cer of Bul­gari.

To fol­low its mes­sage of au­then­tic­ity and in a bid to be­come a more sus­tain­able brand, Man Wood Essence marks Bul­gari's com­mit­ment to re­duce its en­vi­ron­men­tal foot­print.

The per­fume bot­tle — shaped like a mod­ern skyscraper — is made from 90 per­cent re­cy­cled glass and the brand is work­ing in part­ner­ship with Fir­menich, a sup­plier of sus­tain­ably sourced raw ma­te­ri­als.

“The use of high-rate re­cy­cled glass is an ob­jec­tive for Bul­gari and we are buy­ing our card­board fold­ing boxes with the For­est Stew­ard­ship Coun­cil cer­ti­fi­ca­tion,” said Miguel Gon­za­lez. “Sev­eral el­e­ments of this fra­grance show our in­tent to be­com­ing more sus­tain­able,” he added.

Made with ve­tiver, cy­press and cedar wood, Man Wood Essence is a lighter of­fer­ing in Bul­gari's ros­ter of scents that tend to lean on the spicy side. While it's mar­keted as a men's per­fume, the scent has been well-re­ceived by women, ac­cord­ing to Miguel Gon­za­lez, who also touched upon the brand's in­tent to ex­pand its port­fo­lio of uni­sex fra­grances.

“For me, the per­fume doesn't have a sex — if you en­joy the smell you love, you can wear it,” said mas­ter per­fumer Al­berto Mo­ril­las. “We wanted to cre­ate some­thing that would res­onate with every­body.”

The fra­grance is ex­pected to per­form best in Euro­pean mar­kets — “the scent is more Euro­pean; Mid­dle Eastern men pre­fer more oud-y scents,”

Miguel Gon­za­lez said.

For Babin, Bul­gari fra­grances are de­signed to en­hance the brand's ex­pe­ri­en­tial touch points for the con­sumer in­stead of ap­proach­ing it as a busi­ness — “al­though it is very prof­itable, it's not meant to be a money maker,” he said.

The scent marks the sec­ond chap­ter of Babin's strat­egy to en­hance the Bul­gari ex­pe­ri­ence. He re­vealed that the brand is slated to re­lease three more scents re­lat­ing to the five el­e­ments of earth to com­ple­ment both Man Wood Essence and Men in Black Essence, which launched in 2010.

The for­mer will launch glob­ally on Aug. 1 in-store and on its ded­i­cated web site and across Bul­gari's dis­tri­bu­tion chan­nels, in­clud­ing key re­tail­ers and e-com­merce sites.

The per­fume will be made available in two sizes: the 60ml eau de par­fum re­tails at 59 pounds and the 100ml eau de par­fum re­tails at 80 pounds.

Bul­gari’s Man Wood Essence.

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