Salvatore Ferragamo's new scent for the younger man
Salvatore Ferragamo has launched its first men's fragrance in three years, Uomo (Man) Salvatore Ferragamo.
Created with Firmenich perfumers Alberto Morillas and Aurelien Guichard, Uomo is a scent with woody notes, infused with a combination of black pepper, cardamom and bergamot. And in tribute to its Italian roots, the Florence-based company has built the fragrance around the classic Italian dessert, tiramisu.
Perfumier Morillas explained to WWD: “Tiramisu has a very bitter facet and is addictive, while the mineral Ambrox harks back to the history of Italy. Minerals are part of the tradition.”
“The contrast between Tiramisu and Ambrox was a challenge,” added Guichard. He noted that the sandalwood adds “chicness and strength” and that the bergamot has “an Italian feel.”
Morillas revealed that while he is not a fan of unisex fragrances, the scent does contain some feminine elements: "The construction is more refined. There are more flowers because men are more demanding, they don’t simply want to just smell good.”
Uomo is housed a weighty bottle with black painted sides and a reinterpretation of the logo created by futurist artist Lucio Venna in 1930, contrasting with the golden content, and will retail from between $52 (£39) and $96 (£72), a price point designed to attract the younger man.
It was unveiled earlier this month (Jun16) by Luciano Bertinelli, chief executive officer of Ferragamo Parfums, who said the fragrance was a “pillar that was missing” in the brand’s portfolio of scents.
“This was a necessary step, and we are expanding our customer base, reaching out to a younger man, aged 15 to 35,” explained Bertinelli.
Actor Ben Barnes is the face of the advertising campaign, which is directed and photographed by Francesco Carrozzini. The Chronicles of Narnia star was captured tooling around Los Angeles in an Alfa Romeo Spider, leisurely reading a newspaper at a breakfast table and smiling at the camera as he juggles an orange.
Uomo will be rolled out in perfumeries, Salvatore Ferragamo stores and department stores, starting in September (16) in Europe, followed by China and the U.S. in February (17).