Puig has launched a new masculine sport fragrance Prada Luna Rossa, in association with the Luna Rossa sailing team.

“The new masculine fragrance looks to the values at the heart of extreme sailing as a starting point for new ideas, Prada’s new masculine fragrance evolved from the pursuit of excellence,” says the fragrance brand. “Taking the esteemed Luna Rossa name as its own, it is a scent with a reverence for the natural world and a passion for innovation.”

Patrizio Bertelli, CEO of Prada and German Frers, one of the world’s foremost yacht designers, initiated the Luna Rossa sailing team. The pair met in 1997 to discuss a cruising boat and the designer made a ‘provocative jibe’ – “why not the America’s Cup?”

In order to meet strict entry deadlines Bertelli organized a crew from scratch in just two weeks – a process usually taking many months. “Since then, the Luna Rossa team is one of the most renowned and beloved competitors of the America’s Cup – the oldest and most prestigious trophy in sport.” says Puig

[Above: Luna Russo commercial]

THE AMERICA’S CUP

“The America’s Cup is the most coveted and elusive prize in sport and the apex of the sailing world. It is an intense competition propelled by an almost mythological history, the obsession and dedication of its participants and thrilling advances in design and engineering.”

In 2000, team Luna Rossa won the Louis Vuitton Cup in its first attempt and in 2011 the team won the Extreme Sailing Series, one of the most prestigious multihull international racing circuits.

Blended by Daniela Andrier, Prada Luna Rossa is a masculine fragrance, which reinterprets traditional ingredients. The backbone of the fragrance is lavender with a bitter orange essence, and middle and bottom notes of Clary Sage, Spearmint Nanah Essences, Ambrette Absolute and Ambroxan.

THE BOTTLE

The bottle and packaging designed by Yves Behar, was inspired by “the technological excellence and sleek, dynamic beauty of extreme sailing boats”. The power of the elements is reflected in the materials and design.

The TV Commercial for the Prada Luna Rossa television campaign, directed by Adam Berg uses “revolutionary camera technology” to capture the thrills of extreme sailing as never before.

Prada Luna Rossa is an Eau de Toilette for men and will be available in the following formats: EDT 50ml / EDT 100ml / EDT 150ml.  Ancillaries are packaged in opaque metallic grey, shot through with a red line bearing the Prada logo and will include: Aftershave Lotion 125ml; Shower Gel 200ml; Deodorant 150ml.