Fashion house Oscar de la Renta is launching its first new fragrance for men in 20 years in an attempt to move away from the unisex scent trend.
The Oscar For Men range launches in the UK on April 29 and consists of Eau de Toilette spray in 50ml and 100ml, retailing at &£27 and &£38, after-shave lotion, priced at &£21, after-shave balm, at &£26, and an antiperspirant deodorant stick costing &£13.
The fragrance includes bergamot, nutmeg and sandalwood notes. It launched in the US and Canada, France, Italy and Scandinavia at Christmas and will roll out across the UK, Spain, New Zealand and Australia this year.
The range is produced by Sanofi Beauté, which was acquired by Artemis – owned by Pinault-Printemps Redoute chief Francois Pinault – last year.
A press advertising campaign to launch the scent will break in May, with the strapline “Men are back”.
The ad campaign, created in house with media buying through BMP Solutions, will be supported by promotional activity in the department stores and independent chemists where Oscar For Men will be sold.