After characteristic fragrances Artisan, Artisan Black, John Varvatos for men and women, Rock Volume One and Vintage, John Varvatos presents a completely different fragrance and flacon, diverse from what we know him by. This is a brand new edition John Varvatos Star USA announced as the first fragrance of Star USAfashion collection.
The first fragrance of the modern collection Star USA was created in collaboration with Elizabeth Arden and will be available from September 2011. John Varvatoswants to run the risk by taking the road he has never taken before and offers something totally different than his characteristic stylish collection of fragrances. He stated for WWD: ''Our Collection fragrances are all doing fantastic, but we don’t need any more of that ilk right now. We’ve got a handwriting there. Now, we want to take a risk and push the walls out and do something different.”
Classic fragrance of the famous John Varvatos collection always aimed at stylish and elegant man. The new fragrance is tailored for urban man who like jeans, dresses unconventionally, enjoys life.
The perfume was created by Rodrigo Flores-Roux, Givaudan perfume, on the basis of John Varvatos' idea to offer to the modern perfumery something that not just current, a fragrance that goes with the trends, but a perfume appreciated and coveted for its quality for a long time. Flores-Roux says that Varvatos' idea is was to create a fragrance perfume fans and consumers with think deeper. Composition ofJohn Varvatos Star USA offers top notes of red ginger from Laos, juniper berries and cedrat. A heart incorporates blue spruce, green cardamom absolute and osmanthus absolute, while a base introduces vetiver, Venezuela tonka and belambre (Givaudan's molecule).
As for packaging, Varvatos says it reminds him of an old bottle and that the spring-loaded cap is inspired by antique beer bottles and a topper inspired by an old subway token. The idea was to offer tough and masculine design.
Advertising campaign was envisaged by Stephen Niedzwiecki and photos taken by Anthony Cotsisas. The campaign depicts a hand with 6 fingers, 2 of which are showing the peace symbol. Moto of the fragrance and campaign is "A new fragrance for your sixth sense".
The new fragrance John Varvatos Star USA will be available as 50ml EDT and 100ml EDT, along with perfumed deodorant stick 75 ml . Expected on the market in October 2011!