L’Oréal Luxe Travel Retail Worldwide has unveiled Polo Red, the latest addition to Ralph Lauren’s Polo Collection. It will be available from July in travel retail Americas, before rolling out to Asia in August and Europe in September.
Described as a fragrance with a “fiery edge and daring confidence”, Polo Red was inspired by the qualities loved by the designer in a powerful car, notably speed, style and beauty.
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Scarlet fever: Ralph Lauren’s new Polo Red fragrance, with face Nacho Figueras | |
“Polo Red will be the catalyst to expand the World of Polo into a new territory of speed, adrenaline and seduction,” explained Ralph Lauren Fragrances Worldwide President Guillaume de Lesquen. “These three key attributes speak to the core instincts and lifestyle of the 25- to 35-year-old male consumer. Polo Red will also be an opportunity to attract a younger, more diverse consumer base and to expand the World of Polo olfactory territory.”
The woody-spicy juice opens on top notes of red grapefruit, Italian cedrat and cranberry, building to a heart of red saffron, lavandin and red sage. The base blends red wood, amber and coffee berry.
“I really wanted to ensure that the smell of this fragrance brought to mind the colour red – the speed and power behind the juice,” noted Givaudan Executive Perfumer Olivier Gillotin. “Polo Red has key ingredients that make it a red juice. We also used a unique molecule called Opalal that fuses the key ingredients together to create a pulsing vibration in the fragrance. In testing, it was clear this fragrance gave the perception of the colour red – which is absolutely what we wanted.”
Gillotin added: “Perfumes and colours are deeply related. We always speak about colour or texture linking to smell. Red is quite explicit: it is about sensuality and also conveys energy.”
The packaging references Ralph Lauren’s prestigious car collection. The flacon is a glossy, opaque red, and is adorned with the signature Polo pony logo. It is topped with a matte black cap.
The ad campaign film, directed by Bruce Weber, stars professional polo player and Ralph Lauren Fragrances spokesman Nacho Figueras, who races his car against a fast speedboat.
Polo Red will be available as a 45ml, 75ml and 125ml edt, a 75g deo, a 150ml after shave balm and a 200ml hair & body wash.
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