Tommy Hilfiger is to launch a new male and female fragrance called Freedom to extend the brand’s appeal from its core teenage following to twentysomethings.
Hilfiger’s His Freedom and Her Freedom fragrances will launch globally on August 14. It is the first time Hilfiger has introduced male and female fragrances simultaneously.
In the UK they will be available nationally in Boots, independent chemists and department stores such as Debenhams and House of Fraser.
Her Freedom comes in an hourglass-shaped bottle with packaging that picks up the red of the Hilfiger semaphore flag logo, while the male version, in a rectangular shaped-bottle, uses the blue.
Both fragrances come in 50ml and 100ml sizes. The female versions cost £29 and £42, the male versions £27 and £39.
Freedom body wash, body lotion, deodorant and aftershave will be launched at the same time with more toiletries to follow next year, including aftershave balm and exfoliating body scrub.
Advertising will appear in the September issue of men and women’s glossy magazines and on posters and bus sides.