Coty has introduced Davidoff Run Wild, a new line of fragrances for men and women from Davidoff Parfums, in travel retail.
Run Wild is said to be Davidoff Parfums’ “boldest project since the launch of Cool Water” in 1988, according to the brand.
The Run Wild men’s fragrance was developed by Alexandra Carlin and Pierre Gueros. It blends more than six natural ingredients to create an aromatic spicy scent. Notes include lavender, cinnamon and fir balsam.
The women’s edition of Run Wild was created by Aliénor Massenet and Emilie Coppermann. It is a fruity-floral composition designed to call to mind the taste of pistachio cream. Notes include pistachio, pomegranate, jasmine and white flowers.
The Run Wild men’s fragrance bottle echoes the design of Cool Water, with architectural lines, heavy facetted glass and engraved metal cap. The women’s flacon has a more rounded shape and softer lines. Both bottles are transparent, revealing slightly different shades of green: the men’s fragrance is a deep green, with blue overtones, while the women’s fragrance is a lighter lime green.
The multimedia campaign is fronted by models Tobias Sorensen and Madison Headrick. The campaign film was shot by director Terence Neale, with ad visuals by photographer Lachlan Bailey.
Davidoff Run Wild was launched in travel retail Europe on 1 May, with Asia Pacific and US to follow on 1 June and 1 July respectively. The travel retail assortment comprises the men’s edt in 50ml and 90ml, and the women’s edp in 50ml and 75ml.
