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Industry buzz

Diesel puts Wild twist on Only The Brave

Diesel is ready to go ’Wild’ with a new eau de toilette for men that will join the existing Only The Brave original and Only The Brave Tattoo scents.

Concocted by Antoine Maisondieu and Shyamala Maisondieu, the opening notes include grapefruit, citronella, black pepper, and nutmeg. That opens to a heart of geranium, lavender and coconut accords, with a drydown of cedarwood and vetiver.

Diesel Only The Brave Wild © Diesel

Diesel Only The Brave Wild © Diesel

The juice is presented in a green fist-shaped bottle, and former Givenchy campaign star Willy Cartier appears as the face of the fragrance.

There will also be a cool interactive element to the campaign, which will see the brand try to create the world’s first ever global scream via YouTube and a yet-to-be-launched dedicated site. France is the first country to launch, with the fragrance available from next week before it rolls out globally in 50ml, 75ml and 125 ml versions.

AFP/Relaxnews

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