Estée Lauder and Ford Motor have joined forces to bring a new men's fragrance to the market, which will be simply called Mustang after the car. The new scent is meant "...to appeal to ‘retrosexuals' — a guy's guy, the opposite of a metrosexual. This isn't a car fragrance. It's a lifestyle brand.".......
Mustang will be mass-marketed starting in July of 2007 and initially distributed Sears, J.C. Penney and Kohl's Department Stores. A month later in August, one will be able to find it in Wal-Mart, CVS and Target, among other retail places.
"The scent, developed by Trudi Loren, vice president of corporate fragrance development worldwide for the Estée Lauder Cos. in cooperation with Firmenich, is characterized as a "rugged oriental." It has top notes of lavender, ginger and lemon; a heart of pipe tobacco and cedar wood, and a drydown of amber, fir balsam and patchouli.
Cologne sprays in three sizes — 1 oz. for $20, 1.7 oz. for $25 and 3.4 oz. for $32 — will be sold, as will a 3.4-oz. aftershave. More ancillaries are planned for spring 2008."
Source: Women's Wear Daily