Men everywhere can finally (with our permission) channel their inner god with the new fragrance by Versace. The luxury brand is releasing its first men’s fragrance in five years— one that is sure to evoke sacred whispers of thanks from women around the globe. And not only is the scent captivating; we’re loving the ad campaign that Donatella put together for us, too.
“I have focused a lot on men’s recently, and this was a chance to do something different for men, something that speaks of desire,” she said of the new fragrance. “Eros” is the result of Ms. Versace’s vision, a Greek-inspired men’s fragrance that nods to the fashion house’s late founder. Fans of Gianni Versace should already be aware of his love for Greek history and mythology— an interest that was sparked while growing up in southern Italy. A look at the late designer’s signature symbol affirms his love for all things related to these subjects. Gianni considered Medusa to be the epitome of beauty, art and philosophy, and her image became a mainstay on several of his products.
The fragrance “Eros” is named after the Greek god of love, who was the son of Aphrodite. The fresh, woodsy oriental has top notes of mint oil, lemon Italy Orpur and green apple, with a heart of tonka bean, Venezuelan ambroxan and geranium flower. Donatella called the fern-like fragrance “very Versace,” from its inspiration, to its scent, to its aesthetic. “For me the fragrance is very iconic, it’s really the DNA of Versace,” she said. “We have the Greek motif that makes you think of ancient Greece and antiquity, mythology, and the color turquoise represents the Mediterranean.”
The “turquoise” Donatella mentions refers to “Eros’s” bottle, which sports the Medusa symbol on its face, as well as on its cap. Its special blue is meant to capture the particular hue of the sea that both Italy and Greece touch, and the ancient Greek key symbol is molded into the borders of both the front and back of the translucent bottle. And the mythical dream doesn’t stop there— the fragrance’s ad campaign features an armor-clad gladiator who shoots an arrow through a bursting bottle of fragrance. Think thunder, lightning bolts, and model Brian Shimansky.
“Eros” will sell in 1.7 and 3.4-oz. eau de toilette sprays for $60 and $80, respectively, with deodorants, aftershave, and shower gel accompanying the cologne in prices ranging from $20 to $80. They will launch in Italy in November, and become available to the rest of the world starting next spring. Industry sources expect the fragrance’s global sales could reach $100 million in retail in its first year on the counter.
JustLuxe is a luxury Web publication providing objective analysis and information to affluent consumers to assist with their decision making, such as chartering a yacht, purchasing a jet membership card, booking a luxury hotel, traveling to a specific destination, or buying real estate. Our writers conduct interviews with industry executives and leaders in their fields, analyze product offerings and review the Web sites of leading companies to ensure our readers have up-to-date data to make informed decisions. Consumers can find purveyors of fine luxury goods, services and travel solutions throughout the pages of JustLuxe via content or with our advertising partners. See our Best of Luxury high-end brands and partners.