This October, Italian fragrance company EuroItalia is launching two new scents from its newly acquired Dsquared2 brand, for which it took over the licence from luxury perfume and cosmetics company, Angelini Beauty in May this year.

The two fragrances will be released into European travel retail in October, followed by the US & Canada and all other markets in the new year. “We’re going to distribute the fragrance worldwide, starting with Europe and then going into the US & Canada, where the brand is strongest,” confirms a spokesperson for EuroItalia.

“We will also be in Asia and all other markets later on. The aim is to fulfil the distribution within 12 months as always.”

Although EuroItalia insists the brand is ‘strong’ in many countries around the world, the company’s strategy is to enter the most mature markets first before attempting to recruit new customers in other parts of the world.

This is something it is hoping to achieve at October’s TFWA World Exhibition in Cannes. With the aim of propelling the two Wood fragrances onto the world stage, EuroItalia tells TRBusiness why the company is doing everything it can to take advantage of the important trade fair.“It’s very important for us to come out with this product in October,” says the spokesperson.

PERFECT TIMING

“The timing is perfect. The exhibition presents an opportunity for great exposure for us and we have the chance to meet with all our distributors.”

The Dsquared2 man and woman are ‘sensual, confident in themselves and their personalities’, says EuroItalia.

Angelini Beauty originally held the Dsquared2 licence until May this year, but EuroItalia was working on the Wood project long before this.

The launch of the two perfumes will be complemented by a range of bath products including a bath & shower gel, aftershave balm and deodorant stick for men; as well as a bath & shower gel and body lotion for women.

The advertising campaign was created by Mert & Marcus and directed by Dean and Dan Caten, featuring models Anna Ewers and Julian Schneider.

“We actually started this project a long time ago; about one year ago now, almost, and of course we couldn’t tell anyone that we had the licence at the time,” added the spokesperson.

Male scent.

FLORAL FOR THE WOMAN AND SPICY FOR THE MAN

So EuroItalia commenced the project behind the scenes with its trio of well-known expert perfumers; Alberto Morillas, Daphe Bugey and Marie Salamagne.

“Wood is a dual project designed around the characteristics of wood – strong and sturdy, with a complex structure that makes it unique and inimitable – creating two new scents that define the contemporary Dsquared2 man and woman: sensual, confident in themselves and their personalities,” says the brand.

The EuroItalia spokesperson adds: “Dsquared men and women tend to be very young people, but these fragrances do not exclude older customers, such as those between 40 and 50.

“There are similar ingredients in the male and female fragrances, but what makes them different is the heart, which is very floral for the female and very spicy for the man.”

The female scent is said to be floral at its heart.

What EuroItalia is also keen to highlight about the fragrances are the bottle designs which incorporate unique caps.

ITALIAN INGREDIENTS ON TOP

“Each bottle has a unique cap made of the highest quality ash which is created piece by piece, offering a level of craftsmanship that has almost disappeared,” adds EuroItalia. “The cap also features a magnetic closure.”

“The exclusive crafting of the bottom allows the glass to spread into a curve, which creates a new element inside the bottle – a tear- drop shape – like another ampoule to hold the fragrances.”

As the name might suggest, both male and female scents have a woody element to them’. The men’s fragrance blends Calabrian bergamot with mandarin, lemon ( from Sicily) and ginger. The juice also contains violet lead, cardamom, ambrox, white woods and vetiver.

The female fragrance is described by the brand as ‘vibrant and ultra-feminine’.