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Nautica Reveals Coordinates of New Scent



Latitude Longitude fragrance appeals to the modern adventurer



Published November 9, 2005
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Nautica Reveals Coordinates of New Scent

Nautica’s clothing line has always captured the spirit of the seas. Now the company is cruising the high seas once again with its fragrance, Latitude Longitude, a new fragrance for the modern male. The scent, developed by Unilever Prestige, embodies a man’s quest for adventure, encountering new places, people and horizons. Longitude Latitude is the first fragrance launched by Unilever Prestige since the company was formed last spring.

“With each discovery, a man comes closer to finding himself,” according to the company.

The mixture of longitude and latitude guides the course of an adventurer. This set of coordinates connects a man to himself and the world as he travels with the freedom of action and choice. With each journey, a man comes closer to finding the answers to the mysteries of his soul, according to company ads.

The scent, created by Firmenich, has top notes of bergamot, fresh-picked tarragon, garden coriander and cool breeze accord. Middle notes feature black tea, aromatic nutmeg, natural patchouli and clean watermint. The drydown infuses Colorado tree moss, precious woods, warm musk and amberwood for a classic sensuality, according to company executives.

Unilever Prestige launched Nautica to meet men’s needs in the marketplace. As men have become more interested in appearance and functional products for active lifestyles, marketers have began to view them as important consumers.

A Timeless Package
Latitude Longitude’s cobalt bottle is a modern interpretation of an antique flask, a vessel used by travelers, explorers and adventurers for centuries. It fits in a man’s hand and travels easily in its 3.4-oz. and 1.7-oz. eau de toilette sprays with self-locking caps. The outer carton is a translucent box, silhouetting the shape of the bottle’s soft edges. The 1.7-oz. bottle retails for $32 and the 3.4-oz. bottle for $45.

In addition to the eau de toilette sprays, the Latitude Longitude scent features a splash collection for face and body. A 4.7-oz. after shave comfort gel retails for $22, a 4.2-oz. daily moisture face protection moisturizer retails for $16, a 6.7-oz. all-over body moisturizer retails for $15, a 6.7-oz. refreshing body wash retails for $10 and a 6.7-oz. one-step conditioning shampoo retails for $10.

All of these products contain vitamins A, C and E. The 10-oz. soap ($10) nourishes with olive oil and exfoliates with sea salt. The daily cleansing scrub, in a 4.2-oz. size, infuses aloe, balm mint, peppermint, rosemary and sage to refresh and renew the skin. The scrub retails for $14. The Nautica line also includes a 2-oz. deodorant or antiperspirant/deodorant for $8.


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