Jimmy Choo has launched its first fragrance for men: Jimmy Choo Man.1 Here are some choice tidbits from the PR campaign: "This is a fragrance for the man who goes out with the Jimmy Choo woman" (sort of limits your customer base, no?) and “He is confident, sensual, he is tough and still romantic, and he is the counterpart to the Jimmy Choo woman, who is sexy and powerful. He's a cosmopolitan Mayfair playboy."2 I’m visualizing a douchebag...as written up by a computer program.
Currently, it seems ALL male and female perfume inspirations are, above all else, POWERFUL. Power trumps ease, contentment, happiness, and other, less garish human characteristics. In what ways are all these guys and gals powerful? Is “power” another word for “rich?” Can they order around a maid or chauffeur? (I’m not picturing the Jimmy Choo man or woman running a government agency.)
These type ads are dated, dumb, and have zero creativity. There seems to be just a few recycled scripts used by perfume marketers to sell fragrances. Idea regurgitation rules; give me eccentric ad copy, or even copy we often make fun of here at Now Smell This (Prix Eau Faux/nutjob material…at least those can make me laugh and give my eyes a rest from rolling wildly in their sockets when confronted with Jimmy Choo-type ads).
Jimmy Choo Man goes on smelling of synthetic lavender and mandarin (in tight embrace, and a tad harsh); then, there’s a hint of run-of-the lab melon (unnatural smelling) and finally, a slightly sweet-talc-y “ambery woods” accord (no “wood” in particular, mind you). Jimmy Choo Man’s juice, like its ad copy, is meager; the perfume smells like hundreds of others. Forget “Mayfair playboy” and watch “The Jersey Shore of England” on YouTube; the milieu depicted in that film (where one buys something based on a name brand, not quality) is better suited for Jimmy Choo Man.
Jimmy Choo Man was developed by perfumer Anne Flipo. It is available in 50 ml ($62) and 100 ml ($82) Eau de Toilette.
1. Fragrance notes of honeydew melon, lavender, mandarin, pineapple leaf, geranium, suede and patchouli.
2. Read the Fashion Times article here.