DKNY switches its focus onto men’s market
A decade after the launch of DKNY’s original fragrance for men, the brand has unveiled another New York-inspired scent, DKNY Men. “Be Delicious was marketed more towards women,” DKNY marketing director Tony Measom told SPC at the fragrance’s UK launch last night. “This fragrance gives us a whole new opportunity to reach out to men.”
A decade after the launch of DKNY’s original fragrance for men, the brand has unveiled another New York-inspired scent, DKNY Men. “Be Delicious was marketed more towards women,” DKNY marketing director Tony Measom told SPC at the fragrance’s UK launch last night. “This fragrance gives us a whole new opportunity to reach out to men.”
Said to evoke all that is strong and vibrant about the city man, DKNY Men blends top notes of bergamot, mandarin, and juniper with a heart of white pepper, cardamom, lavender violet and jasmine while orris and vetyver are said to give a masculine edge to the base. The New York theme continues with the diamond footprint flacon modelled on New York’s iconic Flat Iron Building.
However, according to Measom, DKNY will soon be turning its attention back to the women’s market with the launch of an as yet unnamed fragrance in spring 2010.