Giovanni Sgariboldi and Brunello Cucinelli, president of EuroItalia, at the presentation of the first Brunello Cucinelli fragrances in Milan.

Brunello Cucinelli Launched Fragrances

MILAN — “We wished a scent that might really feel like a cashmere sweater,” Brunello Cucinelli mentioned Tuesday, when the style model of the identical identify took its first steps into the wonder area.

The Italian model has partnered with perfume producer EuroItalia within the challenge, which Cucinelli describes as a “up to date license settlement”, to underline that it sees the class as an built-in a part of its firm and in concord with its values ​​and enterprise ethics. magnificence agency The deal between the 2 events was signed in 2020 however stored secret till Tuesday.

Cucinelli, attended by Giovanni Sgariboldi, president of EuroItalia, on the “Museo Nazionale della Scienza e della Tecnologia Leonardo da Vinci” in Milan, Italy’s largest science and know-how museum, the place Brunello Cucinelli pours the perfume Femme and Brunello Cucinelli’s Homme. reconsidered the start of the partnership. opened.

“We determined to do one thing collectively in 2019. Then the pandemic hit, however we stored working: I’d have about 500 bottles of all types. [of essences] At residence,” Cucinelli mentioned with a smile.

He defined that the thought behind increasing his model into magnificence was to copy his expertise within the eyewear business with EssilorLuxottica, along with a private anecdote that first fueled his resolution.

“A couple of years in the past, upon the demise of a really expensive buddy of mine, an attractive spirit that produces fragrant essences, I dreamed that sooner or later I’d current a brand new product to his loving reminiscence. As we speak I’m making that dream come true,” mentioned the model’s chairman and artistic director.

“Given how lengthy scents have fascinated and accompanied the lives of women and men, from the traditional East to the trendy West, what impressed my alternative is certainly sturdiness, an ideal worth for me. i wish to suppose so [spritz] Fragrance is sort of a caress, it provides folks a colourful world view along with confidence.

Giovanni Sgariboldi and Brunello Cucinelli, president of EuroItalia, on the presentation of the primary Brunello Cucinelli fragrances in Milan.

Courtesy of Claudio Lavenia/EuroItalia

Impressed by the corporate’s roots and the Umbrian lands, the fragrances had been created by Firmenich grasp perfumers Daphné Bugey and Olivier Cresp.

“I used to be thrilled to be a real fan of the style home and wish to be part of this journey,” mentioned Bugey, who developed the essence of the ladies’s perfume.

“So how do you translate magnificence, high quality, magnificence and ease right into a perfume?” He continued by speaking about high quality components, from amber and musk, which kind the premise of the juice, to recent prime notes of spices and citrus fruits reminiscent of bergamot and mandarin. Different notes embody orange blossom, pink pepper and woody accents reminiscent of vetiver from Haiti and Virginia cedarwood, which is sustainably extracted and distilled.

“It is a woody scent that’s fairly uncommon for a lady, however for me woods are actually probably the most elegant of all supplies. However I used to be impressed by cashmere garments so I wished it to be very mushy,” mentioned Bugey. I wished to discover a related signature within the perfume, as you possibly can all the time acknowledge them from the standard and craftsmanship behind them,” she added, referring to the addition of chestnut, the principle word of the perfume.

Presentation of Brunello Cucinelli fragrances in Milan.

Presentation of Brunello Cucinelli fragrances in Milan.

Courtesy of Claudio Lavenia/EuroItalia

“I wished to create a recent and timeless perfume as a result of that is the model’s first perfume for males,” Cresp reiterated. Impressed by the rows of cypresses seen on the model’s headquarters in Solomeo, Italy, the nostril determined to make this tree the place to begin for her males’s perfume.

The juice is balanced with cypress extract, spicy juniper, bergamot, lemon, ginger and black pepper.

Coming in a traditional glass bottle with aluminum particulars, with a easy floor for girls and a pointy end harking back to old-school colonies for males, each fragrances price 180 euros.

The fragrances, which had been launched solely on the Brunello Cucinelli retailer in Milan’s Golden Triangle district on Tuesday, will take their place on the cabinets of the model’s boutiques in Europe and the Center East in addition to choose perfumeries and retailers from Could. Its launch within the US is scheduled for early October, whereas its launch in Asia is scheduled for early 2024.

Brunello Cucinelli pours Femme and Brunello Cucinelli pours Homme fragrances.

Brunello Cucinelli pours Femme and Brunello Cucinelli pours Homme fragrances.

Courtesy of EuroItalia

A particular promoting marketing campaign was launched all through the perfumes. Photographed and directed by Hunter & Gatti, Arizona Muse and James Turlington had been chosen because the faces of ladies’s and males’s fragrances, respectively. Skills reminiscent of Boniface Vernay, Gabriela Richardson, Antwaun Sargent, Closet Yi, Anna Lotterud, Shaun De Moist joined them in a video industrial shot between Solomeo and Val d’Orcia in Tuscany.

Within the clip, expertise is depicted within the pure panorama on a sunny day, whereas a voiceover celebrates the dreamers. “You’ve got all the time existed and you’re reborn daily. You see the daybreak earlier than anybody else. Authentic, idealistic, visionary. You scent a brand new world within the air. Your time has come. The long run belongs to those that can dream,” mentioned the voice-over.

“We wished an advert marketing campaign that might signify our colors, our area and our thought of ​​neighborhood,” mentioned Carolina Cucinelli, daughter of Brunello, co-president and artistic director of the style model. “Scent is linked to reminiscence, so we [compared] to goals… and we determined to dedicate the marketing campaign to dreamers and have fun them as up to date heroes.”

James Turlington and Arizona Muse in the campaign of Brunello Cucinelli fragrances.

James Turlington and Arizona Muse within the marketing campaign of Brunello Cucinelli fragrances.

Courtesy of Hunter & Gatti/EuroItalia

Each Brunello Cucinelli and EuroItalia had been based in 1978. The previous firm, which has been listed on the Italian Inventory Change since 2012, achieved gross sales of 919.7 million euros in 2022, a rise of 29.1 % in comparison with 2021.

EuroItalia is estimated to achieve round 690 million euros in 2022, a rise of 28 % in comparison with the earlier yr. Along with Atkinsons 1799, I Coloniali, Reporter and Naj Oleari Magnificence, the agency additionally manufactures and distributes fragrances and cosmetics for Versace, Moschino, Dsquared2, Missoni and Michael Kors.

As reported, final yr EuroItalia ranked first amongst Italian magnificence firms with the very best potential for public itemizing, in keeping with Milan-based consulting agency Pambianco Strategie di Impresa. In 2020, the agency took the highest spot in Pambianco’s annual rankings.

“It is a nice household enterprise that I hope will sooner or later be listed on the inventory market. Why not?” mentioned Cucinelli, Sgariboldi. The second responded by shaking his head back and forth repeatedly with a shy smile.

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