Beauté Prestige International has officially unveiled the new masculine scent by Jean Paul Gaultier called Fleur du Mâle (Flower of the Male) after Baudelaire's book of poems Les Fleurs du Mal (Flowers of Evil). The name puts an emphasis also on an unconventional composition for the 20th and 21st centuries' mainstream masculine perfume markets. It resolutely makes important use of flowers and in particular of orange blossom....
"The juice, created by Francis Kurkdjian, is based on a key white flower: orange blossom. Traditionally, this was used only in colognes and women’s fragrances. In Fleur du Male it makes its debut within a masculine fragrance, claims BPI.
The orange blossom features in the top notes, accentuated by petitgrain leaf and coumarin. It is further developed within the fragrance as part of a fern accord."
You can read about how king Louis XIV of France in the 17th century relished the scent of orange blossom in our account of Fleur d'Oranger 2005 by L'Artisan Parfumeur.
It will be interesting to see how far Kurkdjian and Gaultier have taken the scent in the direction of a masculine with a feminine sensitivity as it is usually more difficult for men to cross the gender barrier perfume-wise than it is for women.
"The fragrance line-up comprises 75ml and 125ml edt sprays, plus a 75g deo stick. The recommended price points are €40, €56 and €18, respectively."
The model for the ad is Andrés Valencoso.