More on Colonia Intensa by Acqua Di Parma {New Fragrance} The Neo-Virile Trend {Trend Alert}

As previously announced, from the venerable, upscale, and well-loved Italian brand Acqua Di Parma created in 1916, comes next month a new perfume called Colonia Intensa, which will represent their first historic foray into the explicit masculine categorization of a scent. This launch comes within a market context where masculine customers are perceived as a new driving force in perfume sales encouraging a neo-virile trend in the design of fragrances, which are being trimmed of their ambiguous, unisex references......

This movement goes beyond efforts put into suitably masculine packaging, such as was the case with Annick Goutal Parfums who propose angular minimalist bottles for gentlemen and oval ribbed ones for ladies containing exactly the same perfumes. The fragrance compositions and notes are being re-conceptualized as well.

The upcoming Saks Fifth Avenue For Him by Bond No.9 exemplifies this neo-virile trend well, which stands at the opposite end of the effort put in by Jean-Paul Gaultier with Fleur du Mâle, a cologne that plays with floral feminine notes. Gabriella Scarpa, International President for Acqua Di Parma said,

"We wanted to complete the offer by creating a cologne, its connotations being purely masculine," 

The cologne was created by François Demachy and Alberto Morillas. It makes use of a new molecule described as evoking "the memories of leather". This sounds a lot like Les Nez L'Antimatière created by Isabelle Doyen. François Demachy explained,

"We used a new scent molecule for leather that was recently developed, which has a smell that evokes memories of leather. The leather note is combined with cedar wood, gaiac wood and patchouli in the scent's base, while the heart of Colonia Intensa boasts a combination of myrtle, Artemisia and neroli. The scent has top notes of Calabrian bergamot, Sicilian lemon, cardamom and ginger."

Colonia Intensa will be available at the beginning of next month in two sizes, a 50-ml. version for $71, and a 100-ml. flacon for $109. An accompanying bath-and-body line includes aftershave balm, 100 ml. for $67; shampoo and shower gel, 200 ml. for $43, and a deodorant spray, 150 ml. for $37. 

(Source: Women's Wear Daily)