Baldessarini will launch a new men's fragrance from September 2015 called Baldessarini Ultimate...
While Baldessarini - owned by Mäurer & Wirtz - aim a younger demographic group of customers in the 35-55 range and hired a new model to be their face, the accent is put on classical virility with the tag line: "Separates the men from the boys." The other tag line is "Time for Ultimate Moments."
The advert reveals a man's face which might be younger than that of previous icon Charles Schumann born in 1941, but is far from being polished and wrinkle-free. In fact, the campaign promotes the image of a man's face burrowed by effort and intensity of purpose.
The jus was composed by perfumer Geza Schön who is well-known for his experimental inclinations and services to creative perfumery. It is said to offer a spicy metallic freshness sensation. The list of notes shows that the eau de toilette centers on a floral heart.
Peruvian pepper, mandarin orange and bergamot
freesia, magnolia and jasmine
labdanum, frankincense, amber and patchouli
Key target markets are Germany and Russia with an eye for the Middle East as a further option.
Prices: €71 ($79) for 90ml and €53 ($59) for 50ml