How to materialize the new masculinity in a perfume | ICON

It is often said that a perfume is our perfect (invisible) accessory. It has that innate ability to awaken aromas, memories and even people in our memory. However, we often forget that the first thing that influences our choice is not perceived through smell but through sight. Because a bottle does not only guard a fragrance, each line of the container tells its story.

Carolina Herrera knew it very well when she began to shape Bad Boy, a high-voltage perfume in which the dualities of contemporary man are perceived from every angle. It could not be otherwise. It was born as the male counterpart to Good Girl, one of the most awarded and sought after references since its launch in 2016, treasured in a striking shoe of dizzying height. This should be just as emblematic but, in this case, the challenge facing the firm was even greater: how to represent the man of today and, in turn, attract their attention? According to market studies, the male public hardly buys perfumes and when they do, they only spend a few seconds, thirty exactly, to assess their choice.

Actor Ed Skrein is Bad Boy’s ambassador, a man who, like his bottle, breaks with established conventions.

Bad Boy did it. After three years of work, after many sketches and discards (cars, watches, motorcycles, helmets …), they found that sculpture that is already part of the perfumer’s imaginary: a ray of minimalist and contemporary lines, wrapped in an enigmatic blue evening. A captivating bottle that updated all its mythological symbolism and pop –Emblem of Zeus and Jupiter, the most powerful and rebellious figure in Ancient history, and a resource widely used in the world of comics– to pay homage to much more earthly creatures, who daily break with the archetypes to embody the new masculinity: a sensitive and strong man, heroic and vulnerable, cultured and empathetic. Qualities perfectly embodied by British actor Ed Skrein, the best ambassador they could find for his fragrance.

“If making a three-dimensional ray is complex, making a perfume in the shape of the ray is crazy. The internal pressure system was not easy to integrate into the bottle, but it was worth it ”, recalled the company’s general manager, Javier Roces. A real aesthetic challenge that the firm has once again challenged, launching Bad Boy in a new 150ml version (in addition to the 50ml and 100ml versions) to extend the olfactory experience and make it an even greater object of desire.

The Bad Boy bottle is the result of three years of work and many sketches: a mythological lightning bolt, dressed in midnight blue, that defies the rules of aerodynamics and perfumery.
The Bad Boy bottle is the result of three years of work and many sketches: a mythological lightning bolt, dressed in midnight blue, that defies the rules of aerodynamics and perfumery.Carolina Herrera

Duality is also raging within you. The vitality and radiance of sage, green bergamot and pepper intertwine with darker and more sensual notes such as cocoa, amber wood and tonka bean. Perfumers Louis Turner and Quentin Bisch tested 2,000 references to obtain this daring perfume with an oriental body that updates men’s perfumery with the same effectiveness as the myth of the eternal rebel. Because references in the field have also become more sophisticated, opening up to ingredients and particles that have nothing to do with the limited combinations of yesteryear.

Living up to the perfume’s motto, “It’s so good to be bad”, the creative duo updated the Fougères olfactory family with unexpected and modern notes. For example, the Tonka bean, which has been roasted to add a bitter and dark character; or sage, whose olfactory depth adds a surprising touch to the formula. We all know the result: Bad Boy. A perfume with which to dress the modern man and delight through all the senses.

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How to materialize the new masculinity in a perfume | ICON