02.25.11
In a nod to the brand's rich heritage, Procter & Gamble is rolling out the Eau de Lacoste L.12.12 trio of men’s fragrances—the brand's first collection of men's scents. How did P&G manage to link the scent to the famous label? For example, its name integrates the original shirt’s L.12.12 moniker. For another, the white polo is today part of a multicolored line, so, too, the Blanc Edition scent is in a collection including Vert and Bleu versions. A textile crocodile emblem appears on the fragrance bottle, too. Finally, P&G says the fragrance packaging evokes the simplicity of the Lacoste polo shirt.
The fragrances are already available in France, and will make their debut in Western Europe in April. Canada, Latin America, the Middle East and Asia are to get the scents in May, and a U.S. launch is slated for fall. The 30-ml. and 100-ml. eau de toilette sprays are priced in France at 39 euros and 69 euros, respectively, or $52.50 and $92.90 at current exchange.