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P&G Prestige Smells A "Men' Launch

Dolce & Gabbana's The One for Men--the male counterpart to The One for Women, which rolled out worldwide earlier this year--could generate $100 million in global retail sales in its first year on counters, sources say. Procter & Gamble Prestige Products says that after Hugo Boss, the Dolce & Gabbana label is its second biggest in terms of volume in its stable of 23 licenses.

Though the scent won't be launched until next year, Domenico Dolce and Stefano Gabbana will visit New York next week to cut the ribbon on two newly refurbished stores, taking time out to preview The One for Men to a select group of editors. The One for Men will be distributed to 25,000 doors globally beginning in March. One U.S. retailer will exclusively carry the scent, though at press time the store's name wasn't available.

To match the allure of supermodel Gisele Bündchen--who starred in The One for Women's ad campaign--the designers have tapped actor Matthew McConnaughey as the model for the scent's ad campaign. For the fragrance's TV commercial, the blond actor is depicted on the run from a pack of paparazzi on the streets of Paris dressed in a slim Dolce & Gabbana suit and sunglasses.



Read the whole story at Women’s Wear Daily »

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