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  1. #1

    Default New Gant Adventure

    Gant embarks on fragrant Adventure ö 19/01/05

    Source: ©The Moodie Report
    By Bob Wilby

    Gant Adventure incorporates a nautical theme, a feature of the houseās fashion offer. Created by Harry Fremont, the juice aims to encapsulate the three elements of sailing: exhilaration, salt air and triumph
    SWEDEN. Elizabeth Arden has unveiled the debut masculine fragrance from premium menās lifestyle brand, Gant ÷ the first fruits of a licensing agreement signed with Gant Company in summer 2003 (The Moodie, 11 June 2003).


    Gant Adventure will be launched in the Nordic market ÷ the fashion brandās heartland ÷ from next month, to be followed soon afterwards by the UK and southern Europe. Further roll-outs to the US, Australia and New Zealand are scheduled for later in the year.

    The fragrance will be launched simultaneously in both domestic and travel retail channels.

    At the launch event last week, held in Gantās headquarters in Stockholm, Gant CEO & President Arthur Engel detailed the Adventure concept and the companyās aims and objectives for it. He described the partnership with Arden as a ćperfect matchä, and outlined his expectation that the fragrance would convert new customers to the Gant brand.

    Gant Adventure incorporates a nautical theme, a feature of the houseās fashion offer. Created by Harry Fremont, the juice aims to encapsulate the three elements of sailing: exhilaration, salt air and triumph.

    The scent opens on notes of fresh aromatics and zesty citrus accents of coriander, grapefruit and cypress, leading to a salt air heart accord infused with exotic spices and water lotus flower. The rich dry-down includes sun-bleached woods, guaiac woods and salt musk.

    The sea-blue glass flacon echoes the nautical concept. The curved glass surfaces suggest the shape of a wind-filled sail, and the bottle incorporates the profile of a sloop as seen from overhead.

    Continuing the marine theme, the outer carton ö also blue ö has been designed to represent the sea and sky divided by the horizon.

    The fragrance is available in 50ml and 100ml edt sprays, priced at £23.30 and £31.20 respectively. The ancillary range comprises a 100ml after shave balm (£19.20), a 150ml shower gel (£12.00) and a deo stick (£11.20).

    The launch will be supported with TV advertising and an extensive poster campaign. The tag-line is ćWhere ocean meets skyä.

    Elizabeth Arden International General Manager Travel Retail Europe and Middle East Barratt West told The Moodie Report that he was pleased with the level of retail interest to date, with listings already secured in Nordic region airports and onboard ferries.

    He added that the travel retail introduction would be supported with a Gant cap gwp.

    Note: The Gant brand offers a full range of clothing for men, women and children plus eyewear, watches, footwear and homeware. Its target group is ageless and aimed at the sporty adventurous aspirer/achiever who enjoys the good things in life. The label has a US heritage of outdoor sportswear style with a blend of global living and European sophistication. It is present in 55 markets in 180 Gant stores worldwide plus various selective retailers. Gantās largest market is Scandinavia. It also enjoys a strong presence in the UK and southern Europe, and is growing fast in France and Germany. It is currently looking to China and India for further expansion potential. In travel retail Gant has limited exposure within the Nordic region, but it is a channel that the company says it keeps under review.

  2. #2

    Default Re: New Gant Adventure

    Looks very much like Aramis Life to me. :-/

  3. #3

    Default Re: New Gant Adventure

    Thanks for the info Ced! As I love Bvlgari Aqva, I think I need to give this one a try too. I have lately found my inner "marine boy", which I though didn't exist at all! The previous Gant scents haven't smelled any spectacular to my nose, but perhaps this one... ;D Vive l'espoir!


  4. #4

    Default Re: New Gant Adventure

    I tried it today. Look at the bottle and you know how it smells. It is extremely "aqua-ish", like a million other scents out there. But then again I think it is a better one............quite like Davidoff Echo (which I actually hate) + Angel Schlesser (which makes it ok).

    Have you tried it?


  5. #5

    Default Re: New Gant Adventure

    Oooh, that Angel Schlesser is nice. Tried it for the first time last week and REALLY liked it. Hvaent given the Gant a go yet. The bottle is very pure and stylish , Im pretty sure I«ll dislike it«s contents unfortunately...


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