Brioni Launches “Brioni”

Brioni Launches “Brioni” – Brioni, Italy’s leading luxury lifestyle brand, launches a new limited-edition fragrance for men, “Brioni”, the First New Men’s Fragrance Since 1958. In celebration of the 65th anniversary of the house of Brioni, this new men’s fragrance pays tribute to the rich history of La Dolce Vita.

The fragrance will be launched at an event in London on October 14th, which will be co-hosted by Brioni CEO Andrea Perrone, grandson of co-founder Gaetano Savini, and British musician Bryan Ferry.

Brioni has created masculine fragrances in the past. In the 1950s, the brand introduced a limited series of men’s fragrances, which included the “Good Luck” eau-de-cologne and celebrated the chic and innovative elegance of the period. The new Brioni eau-de-parfum will be produced in limited quantities and available beginning the last week of October 2009 exclusively in Brioni boutiques and select luxury retailers worldwide.

The scent has notes of Bergamot, Lemon, Lavender and Verbena in the top; the heat consists of Nutmeg, Galbanum, Patchouli and Vetiver; while Tonka and Oakmoss feature in the base.

For decades, Brioni has addressed the unique needs of its sophisticated clientele with a tradition of refinement and quality.

This new fragrance reflects Brioni’s signature style – classically elegant with a modern and sensual touch – and demonstrates the same attention to quality construction and exquisite detailing that has made Brioni and “Made in Italy” products famous around the world.