This isn’t the first time we’ve seen an item by Prada called Luna Rossa, however the new luxury fragrance by the fashion giant is different from anything else they've ever done before. The cologne is named after the fashion brand’s sailboat that competes in major professional races like the America’s Cup, and industry experts expect the new bottle to be just as massive.
Luna Rossa joins other Prada men’s scents like Infusion d’Homme and Prada Pour Homme, but it doesn’t resemble either of those bottles in the least. “It’s not a typical sport fragrance,” said Chief Brand Officer of Puig José Manuel Albesa to WWD. While the other Prada men’s fragrances are concentrated on the traditional side of the brand, Luna Rossa is more innovative and extreme. Albesa noted that the scent is very linked to technological excellence, like that of the sailboat it is named after.
The key note of this men’s fragrance is lavender, which gives it a complex and interesting twist, as lavender is not often used in marine scents. It also uses other traditional ingredients with essences of bitter orange, clary sage, spearmint nanah, abroxan and ambrette absolute. The modern scent is contained in a bottle that is again, inspired by the technological sleekness and beauty of sailboats. The actual crew of Prada’s sailboat star in the video campaign, which captures the thrill of extreme sailing.
Though Prada executives won’t discuss revenue projections, industry experts estimate the fragrance will generate $100 million in retail sales in just its first year. The eau de toilette will be available in 50- and 100-ml spray bottles for $73.90 and $98,50, respectively. The fragrance won’t be introduced to North America until March 2013, but it will be available in Western Europe in September and Eastern Europe, Scandinavia and the Asia-Pacific in October and November.
For more information, visit Prada.com.
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