Gant sets sail with Adventure

Tina Milton

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Elizabeth Arden has launched the fashion house's first Euro-centric male fragrance, playing on its established sailing theme

Elizabeth Arden has created its first men's fragrance to be aimed at a European audience through its licence with fashion brand Gant. The fragrance, Gant Adventure, incorporates the nautical themes used in is fashion collections, evident in the bottle design, scent and advertising campaign.

?The fragrance could be door opener for our fashion brand and may introduce new customers to the label,? said Gant CEO and president Arthur Engel. ?It mirrors the lifestyle elements of the brand and the sailing theme which is part of this lifestyle.?

The fragrance will be available in the Nordic markets of Denmark, Sweden and Norway and Portugal and Spain from February. A second phase roll-out is scheduled for September in the UK, Switzerland, Austria, Italy and Greece. The fragrance will be sold in 50ml and 100ml edt spray formats for £23.20 ($43.61) and £31.20 ($58.65) respectively and will be accompanied by an aftershave balm, shower gel and deodorant stick.

Elizabeth Arden general manager travel-retail Europe and Middle East Barratt West told RavenFox.com: ?We expect the fragrance to be among the top five best-selling men's fragrances by the end of the year.? He added that the company expects to launch another men's fragrance next year, and a skincare range and women's fragrance in 2007.

?We will wait until the women's fashion collections are more established and it will be two to three years before we reveal a women's fragrance,? said West. ?We want to develop the fragrance strategy in the same way that the fashion collections are conceived - at a gradual pace which continues market by market.?

The fashion brand is available in 55 markets worldwide and Gant is eyeing China and India for further expansion.