• June 11, 2010

Ralph Lauren has taken the wraps off a set of four new fragrances for young men, reports Women's Wear Daily, named Big Pony.

Aimed at men aged 18 to 30 and numbered 1 through 4, the scents represent sport, seduction, adventure and style, and will be marketed with a "get into the game" theme.

The line debuts next month at ralphlauren.com for $45, rolling into 2,500 department and specialty stores in August, supported by a print campaign in men's and women's magazines.

"This is one of our biggest investments ever for a men's brand," a L'Oreal exec tells the trade paper, with the 10-page and six-page scented ads designed to disseminate more than 100 million scented strips.