Bulgari will launch Bulgari Man in September.

Bulgari Man eau de toilette sprays will be available in three sizes: $79 for a 100ml. bottle, $58 for a 60ml. size and $42 for 30ml. A 200ml. bath and shower gel, at $35, a 100ml. aftershave balm, at $44, and a deodorant stick launching in January, priced at $25, will accompany the fragrance.

To promote the scent,Bulgari Man’s media campaign will include 13 million scented pieces—comprising scented strips, catalogue inserts and magazine ads—that will reach 22 million people. The scent is set for a global rollout beginning in September, with a goal of reaching 20,000 doors by the end of the year. Industry sources estimate that Bulgari is aiming for a first-year sales target of $10 million at retail.