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Diesel Keeps On Truckin’

Fragrances for men and women make their debut.

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By: TOM BRANNA

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L’Oréal is adding two new scents, one for men and one for women, to its The Diesel Fuel for Life fragrance lineup. The Fuel for Life Denim Collection is aimed at a younger consumer, around 18 to 30 years old., according to the company. The fragrances, described as fresh, energetic spins on the original masterbrand, were created by Annick Menardo from Firmenich. The men’s woody citrus blend features citrus and lavender notes and the women’s woody floral scent features raspberry and jasmine petals.

The new scent’s oval bottles are wrapped in denim, mimicking the Diesel jeans heritage, with stonewashed and bleached jean packaging that features side zips and leather tabs.
Although L’Oréal executives declined to specify the sales target, industry sources estimate that sales for the new Denim duo could top 40 million euros (or around $58 million at current exchange) in first-year retail worldwide sales. The Denim Collection will bolster Diesel’s existing scent portfolio, which includes Fuel for Life Unlimited, a women’s flanker launched in 2008, and solo masculine scent Only The Brave, released in 2009.

The two new scents are set to roll out from May in Europe to around 23,000 doors globally, with the rest of the world following in June. The new juice will launch exclusively in the U.S within Diesel’s 34 stores. Prices start from 39 euros, or $56, for 50ml eau du toilette spray and 47 euros, or $68, for the 75ml version.

L’Oréal execs said a new women’s Diesel fragrance will debut later this year

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