Ad Campaign: D&G; Fragrance Anthology
Made up of five scents, The D&G; Fragrance Anthology is set to launch globally in September, and also marks the birth of a new fragrance portfolio under the D&G; brand. The five fragrances are inspired by different tarot cards, each with a distinct identity and represented by a different model, some of them iconic and all of them naked in the advertising. Gabbana and Dolce aimed to capture different sides to their personalities in the five fragrances, and gave them names referencing tarot cards and their corresponding numbers.
The scents: Le Bateleur 1, L’Imperatrice 3, L’Amoureaux 6, La Roue de la Fortune 10 and La Lune 18 were created without target, age or gender barriers. Each scent also gets its own face. Supermodels Claudia Schiffer, Eva Herzigova and Naomi Campbell, and three established male models: Fernando Fernandes, Noah Mills and Tyson Ballou — all naked — star in the scent collection’s advertising campaign shot by Mario Testino. Campbell appears in the L’Imperatrice’s visuals, the empress. Schiffer fronts the imagery for La Lune, which is the moon, and Herzigova pairs up with Fernandes in the photo for La Roue de la Fortune, the wheel of fortune.
Testino also shot a TV commercial for the collection. The ads were edited into 30- and 60-second formats. P&G; executives refused to discuss budgets, but industry sources estimate, based on the high sales target, that P&G; might spend as much as $20 million to $25 million on media alone.
*Source / Photo credit | WWD, NYmag