Dean and Dan Caten: New scent is for ballsy women
Dean and Dan Caten have created a new fragrance for women with “balls”.
The twins are the masterminds behind label DSquared2, which is launching its Want perfume in October. Usually their scents have matched versions for men, but this time around the pair had a very clear idea of what they wanted to achieve.
“It’s hers,” Dan told WWD. “It has nothing to do with a men’s fragrance, like we’ve done in the past; she wanted her own fragrance, and she’s getting it… She’s not like a submissive, subjugated woman. She’s got balls.”
The sentiment was echoed by his brother, who added that they see anyone who wears this as confident. That is why they didn’t want to create something which was overly feminine, as the twins believe there are a fair portion of women who have no interest in being overtly girly.
The label and its licensing partner have big hopes for the fragrance, which will be available all over the world from next year. In particular the teams are eyeing Mexico and Argentina, which they believe will be big fans of the scent.
It’s hoped that the launch of Want will attract more women to the brand’s fragrance offering too, as at the moment it does better with guys. It was created by Aurélien Guichard of Givaudan and has an oriental vibe, taking in notes of ginger, pink pepper, neroli and vanilla.
Photographers Inez van Lamsweerde and Vinoodh Matadin lensed the campaign, which features model Rianne ten Haken gazing at the camera with a lollipop.
“I think the contrast between the product and the campaign is a really good balance of who we are as a brand,” Dan said.
50ml versions of the scent will retail for $73.