Perry Ellis launches a new fragrance for men, Perry Ellis Spirited, its first fragrance under the Very Perry branding, and with it, a new campaign image that challenges the standards of fragrance marketing.The campaign image for Spirited reflects the brand’s new positioning and whimsical point of view. Ditching the seriousness, overwrought sexuality and pretension of most fragrance ads, the ad for Spirited opts for a more playful and unassuming approach.
“Fragrance generates some of the most un-relatable, self-important ads out there,” says Doug Jakubowski, chief merchandising officer at Perry Ellis. “That’s not who Perry Ellis the designer was and that’s not who we are. Fragrance, like the rest of a man’s style, should be thoughtful but also carefree.”
Perry Ellis Spirited, a flanker to Perry Ellis for Men, is a fresh and energetic scent that opens with juicy red apple, red ginger and mandarin oil. The core evolves with tantalizing notes of clary sage, spicy red peppercorns and sandalwood. The base warms down to rich and woody notes of vintage tee sandalwood, red oak and tonka bean. “Perry Ellis Spirited radiates a fresh and vibrant attitude perfect for the carefree, sophisticated guy,” adds Jakubowski, “We’re proud to add this launch to our collection of fragrances.”
Perry Ellis Spirited advertising will run in June issues of Details, GQ, Esquire, Men’s Health, and May/June issues of Essential Homme and Ocean Drive. Perry Ellis Spirited will be available on February 1, 2013 at PerryEllis.com, Macys, Macys.com, Dillard’s and Boscov’s. The 3.4oz EDT spray will retail at $60 and the 1.7oz EDT spray $45.
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