Givenchy, Bulgari To Launch Men’s Scents

Men’s fragrances sales may be only a fraction of women’s sales, but guys need attention too. Both Givenchy and Bulgari will do just that this spring with new scents.


Best known for its stable of women’s fragrances, Parfums Givenchy will launch Gentlemen Only on April 1. The fragrance, developed by Takasago, is described as a neo-aromatic woody fragrance, which includes notes of green mandarin orange, pink peppercorn, nutmeg and birch leaves. The bottle was created by Jérôme Falliant Dumas.


The eau de toilette spray will come in 100- and 50ml versions, which are to retail in France for 79.50 euros, or $104.20, and 58 euros, or $76, respectively. Ancillaries include an aftershave lotion and a deodorant.


The launch comes at a time when women’s fragrances account for nearly 80% of LVMH Moët Hennessy Louis Vuitton-owned brand’s sales. The other two main scents in Givenchy’s portfolio are Play and Pi.


Meanwhile, Bulgari’s new fragrance for men is called Bulgari Man Extreme. The fragrance, which will launch later this month, was created by Firmenich’s Alberto Morillas. It opens with zesty top notes of pink grapefruit, Calabrian bergamot and cactus pulp, and deepens with a masculine floral blend of white freesia, Guatemalan cardamom and vegetal amber, with balsa wood, Haitian vetiver and Laotian benzoin. Bulgari has selected Eric Bana, best known for his lead role of the Greek hero Hector in the movie Troy, as the brand spokesmodel.


Bulgari Man Extreme joins the Bulgari Man, Pour Homme and Aqua Pour Homme franchises in the brand’s men’s fragrance portfolio and will be available in 100- and 60ml eau de toilette sizes, as well as an aftershave balm. Prices start from $44 for the 100ml balm and $59 for the 60ml eau de toilette fragrance.