Puig unveils new flagship fragrance from Prada – 17/09/08
Published: 17/09/08
Source: ©The Moodie Report
By Rebecca Mann
SPAIN. The Puig group has created a new masculine fragrance from the house of Prada, called Infusion d’Homme. It is rolling out now into Europe, Middle East, Russia, Asia and North American travel retail.
Inspired by Prada’s second flagship feminine fragrance, Infusion d'Iris, which was launched worldwide last autumn, Infusion d’Homme is described as an idiosyncratic and subtle scent for the contemporary man.
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Prada Infusion d'Homme: an elegant, understated fragrance for the modern man
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Refined and discreet, it leaves an understated yet lasting impression, according to Puig.
Infusion d’Homme is claimed to contain ingredients of an “exceptional quality”, such as Iris Pallida from Florence – a key ingredient of its feminine counterpart. Tonally the scent is similar to its predecessor, but with more accentuated masculine notes, such as neroli, cedar, vetiver, incense and benzoin.
The juice is presented in an elegant, vintage-style flacon reminiscent of Infusion d’Iris. The bottle is adorned with a plaque bearing the Prada crest designed in 1919 by Miuccia Prada’s grandfather.
On the side of the flacon, a label displays the key ingredients in matte black lettering (a signature Prada detail inspired by olde-worlde fragrance decanters).
The Prada crest is also embossed in an understated grey on the outer carton, sitting slightly off-centre, for a more modern effect.
The advertising campaign, shot my Steven Meisel, depicts model Rogier Boschaart in a black-and-white close-up, juxtaposed with an image of the fragrance flacon. The overall effect is designed to convey a series of contrasts: modernity and tradition, light and dark, and intellect and sensuality.
The Infusion d’Homme fragrance is available as a 50ml, 100ml and 200ml edt spray, plus a 400ml and 750ml edt splash, priced in travel retail at €43, €58, €75, €129 and €230, respectively.
The splash bottles come equipped with a 30ml portable flask and funnel, thereby enabling the wearer to keep the larger bottle at home and travel with the smaller size.
The ancillaries comprise a 100ml after shave balm (€39.59), a 100ml after shave lotion (€39.50), a 200ml bath and shower gel (€26.80), a 100ml deo spray (€39.50) and a 2 x 100g soap set (€27).
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