Luna Rossa may not be the most expensive fragrance made by Prada but it is different from anything they have in the men’s scents portfolio. As the name of the luxury fragrance suggests it is inspired by the fashion brand’s sailboat that competes in major professional races. Prada’s sail boat Luna Rossa has competed in races like the America’s Cup and have a professional crew for it. The scent, the packaging and the marketing will all be inspired by the sailboat. The new fragrance adds a twist to their existing portfolio which includes scents like Infusion d’Homme and Prada Pour Homme. But the new fragrance doesn’t even resemble the existing bottles.
Lavender is the Key Note of Luna Rossa
The new fragrance is somewhat innovative and extreme unlike the existing ones which are more on the traditional side. The fragrance has not only adopted the name of the sailboat but taken on its technological excellence as well. Lavender is the key note of Luna Rossa which is something of a surprise for a marine scent. The use of lavender has given the fragrance a complex and interesting twist. The other ingredients used to make the men’s scent are relatively more traditional, like essences of bitter orange, clary sage, spearmint nanah, abroxan and ambrette absolute. The balance between innovation and tradition makes this fragrance unique and exclusive.
Prada Fragrance September Launch in Western Europe
The packaging, as mentioned earlier, is also inspired by the technological sleekness and beauty of sailboats. The modern scent for men will be made available in sleek bottles. The videos for the advertising campaign have already been shot and the actual crew of Prada’s sailboat star in those videos. The videos highlight the thrill of extreme sailing. The eau de toilette will be available in 50- and 100-ml spray bottles for $73.90 and $98.50, respectively. Prada hasn’t talked as yet in terms of revenue expected from the new scent but the experts from the industry believe that the new fragrance is sure to add at least $100 million to Prada’s top line in the first year itself. The roll out will start from Western Europe in September and then move to Eastern Europe, Scandinavia and the Asia-Pacific in October and November. Luna Rossa will become available in North America in March 2013.
