Industry news

Brioni launch new limited edition fragrance with event in London

by Grant Osborne, 01 October 2009

To celebrate is 65th anniversary Brioni will launch a limited edition masculine fragrance. The scent will be launched at an event in London on October 14th, which will be co-hosted by Brioni CEO Andrea Perrone, grandson of co-founder Gaetano Savini, and British musician Bryan Ferry.

Brioni has created masculine fragrances in the past. In the 1950s, the brand introduced a limited series of men's fragrances, which included the "Good Luck" eau-de-cologne and celebrated the chic and innovative elegance of the period. The new Brioni eau-de-parfum will be produced in limited quantities and available beginning the last week of October 2009 exclusively in Brioni boutiques and select luxury retailers worldwide.

The scent has notes of Bergamot, Lemon, Lavender and Verbena in the top; the heat consists of Nutmeg, Galbanum, Patchouli and Vetiver; while Tonka and Oakmoss feature in the base.

"Our commitment to provide customers with distinctive merchandise and superior service today is stronger than ever," said Andrea Perrone, CEO of Brioni. "The "Brioni" fragrance is a unique product, true to Brioni's commitment to quality and refinement."

Mr. Perrone is pleased to announce that Mr. Ferry will preside at the London launch in October. "The fragrance will appeal to our discerning customers, and we are very honoured that Bryan Ferry, who is himself a style icon and favours bespoke clothing, will be hosting with me the launch event next month."