Luciano Pavarotti is about to release “an orchestration of emotions” in the shape of a new perfume range for men, due on Harrods’ shelves in April.
The Italian opera star plans to follow up the launch of his Luciano Pavarotti Parfum for Men with a series of bath products in June and a women’s perfume later this year.
The products will be launched amid heavy UK publicity as the singer introduces two concerts, an album and a new opera to the UK.
The bearded singer may not seem an obvious inspiration for aftershave but his publicity agents are confident.
“Frankly, it’s pretty sexy,” says a spokeswoman for the scent. The idea for the range came from Pavarotti himself. The perfume is being produced by Italian perfume-maker Eurocosmesi.
Pavarotti’s agents hope the perfume’s ingredients and the singer’s stature will help his range escape the fate of most celebrity fragrances.
“Other [celebrity] fragrances have fallen but they were smaller stars than Pavarotti. He will see the fragrance through,” says a spokeswoman for the opera singer’s record label Decca UK.
The aftershave range, which will be available nationwide from May, will be backed by a press campaign through TMD Carat Advertising.