PARIS — Jake Gyllenhaal is helming the brand new males’s scent Prada Luna Rossa Ocean, which is due out beginning in early August and marks the model’s first perfume launched below license with L’Oréal.
Luna Rossa is the title of an Italian crusing workforce, which sprung from Prada Group chief government officer Patrizio Bertelli’s ardour for the game and the ocean. He owns that workforce that’s sponsored by Prada.
The actor can also be enthusiastic about crusing.
“I’ve a really private connection to crusing,” defined Gyllenhaal. “I grew up across the ocean. My uncle was a extremely unimaginable sailor, and I sailed with him once I was youthful. I like crusing, and I like the metaphor of it, of feeling free and discovering that house the place you give in to the ability of nature. I feel ultimately it helps to deepen your reference to the world round you.”
Gyllenhaal mentioned he loves what Prada represents.
Jake Gyllenhaal
Courtesy of Andrew Whelan/Prada Beauty/L’Oréal
“They are subtle but in addition avant-garde,” he mentioned. “They push the boundaries, not solely in model and vogue, however technologically. They’re at all times on the sting of know-how, merging each artwork and science, which for me is the apex at which fantastic issues are created. Bringing collectively vogue and know-how creates new concepts, new prospects and progress.”
Gyllenhaal mentioned he loved the potential for combining the bodily world and a inventive, inventive dimension for the Prada Luna Rossa Ocean undertaking. “For the marketing campaign shoot, I used to be in a position to be energetic. I like crusing and am in awe of the athletes who sail the Luna Rossa,” he mentioned.
Johan Renck directed the spot for the brand new scent.
“I’m a fan of Johan,” mentioned Gyllenhaal. “He made one in all my favourite sequence in ‘Chernobyl.’ He’s not only a stunning visualist, he’s an actual storyteller. He seems for habits that’s actual, pure. It was good to work with him on the perfume marketing campaign, as a result of in moments the place issues may very well be overdone or overplayed, he at all times wished to deliver an actual humanity to it. I cherished working with him.”
“Jake is absolutely for us the proper embodiment of this perfume,” mentioned Yann Andrea, worldwide common supervisor of Prada Beauty, who known as Gyllenhaal a “fashionable adventurer, who makes daring decisions within the fields he works in, at all times pushing the boundaries of emotional expression and specializing in new horizons in storytelling. What we additionally like is [his] mixture of bodily and mental power.”
Prada’s magnificence license with L’Oréal, introduced in mid-December 2019, went into impact on Jan. 1. The model was beforehand below license to Puig.
“Having the possibility to develop Prada’s perfume and the sweetness enterprise is for us such a unbelievable alternative, because the model is a worldwide reference of clever and significant luxurious with unimaginable world consciousness,” mentioned Andrea.
Prada has a powerful social media presence, with 27 million Instagram followers and greater than 40 million followers on all social channels mixed.
Andrea described the model as being subtle and avant-garde, with a contact of fantasy, and mentioned L’Oréal will capitalize on such model values to strengthen, activate and develop the Prada perfume enterprise.
“Our world, long-term mission could be very clear: To construct a world magnificence model,” mentioned Andrea.
That begins with Luna Rossa Ocean, which he mentioned was a “unbelievable playground to actually reinvent the enduring perfume territory of freshness however in a really elegant and complicated method.”
IFF grasp perfumers Anne Flipo and Carlos Benaim created the scent whereas primarily based in France and New York, respectively. They got down to reinvent a traditional fougère perfume. Ocean’s prime notes embody bergamot, pink pepper and armoise; within the center there are iris and lavender notes and a saffron accord, whereas within the base are notes of vetiver, sustainably sourced from Haiti, musks and patchouli.
“Our temporary was to work on a really modern olfactory signature,” mentioned Andrea.
The first Luna Rossa scent, Prada Luna Rossa Eau de Toilette, launched in 2012. That was adopted by Carbon Eau de Toilette, Sport Eau de Toilette and Eau de Parfum.
The new scent’s bottle takes the form of the previous Luna Rossa perfume, however in a deep blue with Prada’s signature pink line and a pink dot on the spray nozzle. The thought was to specific the steadiness between the technical excellence of the Luna Rossa boat and nature’s depth, in accordance with Andrea.
The hope is that Luna Rossa Ocean will grow to be a brand new pillar perfume for Prada.
Prada executives wouldn’t focus on gross sales figures, however {industry} sources estimate that the brand new scent will generate between $60 million and $70 million in first-year retail gross sales.
The scent will launch in early August in North America and Western Europe, together with journey retail. In September, it will likely be launched in Eastern Europe, the Middle East and Oceania, adopted by Asia on the finish of the fourth quarter of this 12 months, and Latin America in 2022.
Suggested retail costs vary from $75 for the 50-ml. eau de toilette to $95 for the 100-ml. edt.
“We have inherited a really wealthy and balanced portfolio that allows us to actually tackle all of the perfume classes,” mentioned Andrea. “Our technique is absolutely first to capitalize on this current portfolio and reactivate the perfume enterprise. We are additionally reinventing the net and offline Prada magnificence expertise to supply a extra partaking and holistic journey to shoppers.”
Currently, the largest marketplace for Prada fragrances is the U.S.
“Today, our two strategic visions are United States on one aspect and Europe on the opposite aspect,” mentioned Andrea. “We will carry on growing and strengthening the enterprise in Asia.
“Our key strategic path is to strengthen and strengthen Prada fragrances’ visibility [and desirability] worldwide,” he mentioned. “We actually would love with Prada magnificence additionally to embrace the brand new imaginative and prescient of luxurious [that’s] already extra important, significant and is pushed by tech, however at all times on the service of progress.”
For extra, see:
Prada Swings to Profit, Reports Strong Growth in First Half of 2021
Prada’s Patrizio Bertelli on Luna Rossa Challenging Next America’s Cup
Prada, L’Oréal Sign Beauty License
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