YSL Beauté‚s (Gucci Group) Classic and Designer Brands division is introducing a second fragrance for Italian designer brand Ermenegildo Zegna. The men‚s EdT line, Z Zegna, initiates a target shift for the brand to the younger man, in contrast to the more classic Essenza di Zegna offering launched in spring 2003.
„Essenza di Zegna resembles the Italian art de vivre, quality and tradition. Z Zegna is another facet of [this culture], for the younger, more sporty modern man,š YSL Beauté senior vice president Classic and Designer Brands James W Ragsdale explains. With this new positioning, there is little risk of cannibalization, Ragsdale tells Cosmeticnews.com. „It is for a totally different man,š he says, referring to the advertising visual featuring a young man on a motorbike.
The new fragrance also dons a more „accessibleš price tag, at 10% less than the Essenza line, as well as a wider distribution, which will increase from the brand‚s 6,000 doors to 9,000 worldwide.
Givaudan‚s Antoine Lie, Pierre Négrin and Olivier Gillotin formulated the fresh woody fragrance, with notes of cassowary fruit, iris and cashmere wood. A rubber strap embossed with the Z logo, a feature taken from a belt design, encircles the glass bottle, topped with a metallic cap.
The line, which is comprised of two EdTs (•38: 50ml; •54: 100ml) and four ancillaries, launches in March in Italy, Spain and Portugal, the brand‚s top European markets. Z Zegna will roll out across the northern hemisphere in April and will launch in the southern hemisphere six months later.
A Zegna scent for the younger men? I've always thought that Essenza di Zegna is rather "youthful" => best suited for someone aged from 20 to 35! So how much younger consumers is this new one aimed to? Under 20 years old... ???