Diesel will launch Only The Brave (shown above left), a new fragrance for men, in March, although it is not expected to reach the US until May. The new fragrance was named for Diesel founder Renzo Rosso's Italian holding company and his charitable foundation, both of which have the same name. The bottle is modeled after Rosso's fist.
The oriental, woody, and leathery juice, developed by International Flavors & Fragrance’s Aliénor Massenet, Olivier Polge & Pierre Wargnye, bravely plays with opposites. It starts with a masculine and fashion-related note of leather. “But because Diesel is a joyful brand, it’s lightened up with lemon,” Lari [Ladan Lari, Diesel's International Marketing Director] said, and broken with dry woody cedar notes and amber.
Diesel Only The Brave will be available in 30, 50 and 75 ml Eau de Toilette and in matching grooming products. Update: see a review of Diesel Only the Brave.
Other recent launches from Diesel: Fuel for Life Unlimited.
Also in March, John Varvatos will launch John Varvatos Artisan (shown above right), the line's third fragrance for men.
Artisan is a citrus herbal fragrance developed by perfumer Rodrigo Flores-Roux. The notes feature clementines, tangelo fruit, Mexican winter mandarin oranges, thyme, marjoram, lavendin, orange blossom, murraya (aka orange jasmine or orange jessamine), ginger, kephalis, georgywood, belambre and serenolide.