After Santos, Declaration, and Pasha, jewelry brand Cartier are turning their attention anew towards men and preparing to launch a new masculine fragrance in September of 2008 called Roadster in reference to one of their timepiece designs......
Roadster is described as a mineral fougère and was created by perfumer Mathilde Laurent.
"Roadster mixes opening accords of bergamot and mint with vetiver, patchouli, cashmere wood, cistus labdanum and vanilla. It will be available in 100-ml. and 50-ml. eaux de toilette for $100 and $75, respectively. Accompanying the scent at launch will be an aftershave lotion, 100 ml. for $65, and a deodorant stick, for $30."
The bottle is designed to lie on its side in an effort to suggest the motion of a roadster from the Sixties and Seventies. The jus has been designed to appeal to younger consumers than other Cartier masculine scents; this time the target are 45-year-olds ("He [Philippe Nazaret]noted that Roadster targets a younger consumer — 45-year-olds — than earlier Cartier scents."). This must be a typo as Declaration in 1998 was explicitly launched to appeal to young men, even as young as 18-20-year-olds. Pasha is reported to be their best-selling fragrance for men.