Versace has launched its new male fragrance, Versace pour Homme at the Berkeley Hotel in London. Slated for rollout across Europe in May, it is the first Versace scent for the men’s market since EuroItalia took over the company's license in 2004.
Alberto Morillas of Firmenich collaborated with Donatella Versace to create the fragrance, which features ingredients of a Mediterranean origin. Top notes of bergamot, neroli and bitter orange leaves are dominated by citron of dimante. Mineral-floral aromas of clary sage and blue hyacinth define the heart while the base mixes oud wood, mineral amber, tonka beans and musk. The overall effect is said to be a sensually classic scent with a contemporary edge.
Versace pour Homme is contained in a bottle that resembles a facet cut gemstone and features interplay of reflections through glass effects.
The range comprises 30ml, 50ml and 100ml edts, a 100ml aftershave lotion and a 100ml aftershave balm, a 75ml deodorant stick and a 250ml hair and body shampoo.
The male model featured in the related advertising media is a new face in order to emphasise that the fragrance stands on its own and is not exclusive to the famous.