Dolce & Gabbana wanted to create a new men's perfume which would smell different from what they currently offer while putting the accent on elegance and simplicity. The new cologne to be launched in September 2010 is called The One Gentleman and is fronted by actor Matthew McConaughey who was also the face for The One for Men (2008). The name has reportedly nothing to do with a class-bias but on the contrary wants to use an old word to stress adapted, inclusive modern values. Gabbana said,
"I think today's definition of a gentleman is someone who takes care of himself and of the people around him. A father who looks after his children is a gentleman," he said. "It's a much wider concept, not only restricted to a man who lives in a villa with servants. I think a surfer can be a gentleman, too."...
The One Gentleman which was created under the auspices of Procter and Gamble is described as "an understated oriental." It has spicy top notes of pepper followed by a "subtle" heart of lavender, fennel and cardamom before drying down to notes of patchouli and vanilla."
"We didn't specify the ingredients, rather the sensation we wanted to create," said Gabbana. "We asked the noses to re-create the feeling of elegance, an emotion that didn't exist in our male fragrance collection."
The fragrance celebrates the 20th anninversary of Dolce & Gabbana's men's wear.
"An eau de toilette spray, The One Gentleman will be available in three sizes: $42 for 30 ml., $57 for 50 ml. and $73 for 100 ml. An ancillary line includes aftershave lotion, $48; aftershave balm, $38; shower gel, $32, and deodorant stick, $25."