The fragrance market is a complicated one. To be a successful new scent, you have to create something new, and package it in a way that both collectors and consumers seeking yet another fragrance, will want to buy it. And the scent has to be something you really want on your skin. Make the packaging great, make the scent, sensational, and oh yes...make it a fragrance that will last on your skin for a while. Then, you've got the perfect scent!
A fashion oriented design house that knows what men want and how to package it, is definitely, Azzaro . For men (and the women that pamper them) who want something brand spanking new, there is Chrome United By Azzaro that just launched. The fragrance is inspired by a sense of authenticity, and of friendship, and for the man who appreciates all things "artisanal."
The packaging is exciting, pleasing, modern. The outer carton is a combination of matte dusty blue with brushed metallic silver accents along with sides and top, corresponding to the herringbone pattern on the square cap and glass base of the flacon. The "Story" behind the fragrance is that there are four (urban) young men who are have adventures together and demonstrate the fun, excitement and strength of "brotherhood." They also know how to balance technology with "face time" and appreciate authenticity in all its forms. This might sound a bit over the top, but the point is that the fragrance has a component of adventure and excitement and a youthful (not teen) vibe. The bottle is elegant, expensive looking, and yet, has clean lines that showcase the marine blue juice within. The square topper cap is the distinctive, herringbone design that reminds me of an expensive tie. and the bottom of the clear, smooth glass bottle is also embossed with the herringbone design. But otherwise, the look is smooth and smart. Holding this square, glass bottle feels substantial in the hand, as if you were holding a talisman.
The fragrance was crafted by Richard Ibanez of Robertet and as you can see from the photo above, there are some unusual key notes including bergamot, coriander, Ceylon black tea, and cedar wood. I tried this on my own skin at the launch event, and it stayed with me all night until I washed it off. For men, who aren't going to "touch up" their fragrance, this is a bonus. But the scent is light and unique, not garish or fussy. Men who like clean, marine, woodsy and even green scents will find this one very pleasing. Some of the editors at the launch and I agreed that a woman could even wear it, perhaps layered with another fragrance. Isn't the point to find something that is "authentic" and expresses your unique-ness? Chrome United will do it.
The range includes a 1.7 fl. oz. and a 3.4 fl. oz. Eau de Toilette Spray ($56.00 & $76.00) and an a 2.5 fl. oz. After Shave Balm ($36.00). Chrome United is available at Macy's. For more information visit http://azzaro.com