Beauty

Ralph Lauren's American aesthetic

Author: Elle Canada

Beauty

Ralph Lauren's American aesthetic

Ralph Lauren, who is almost as well known for his luxury-car collection as he is for building a fashion empire, launched his latest scent with an exhibit of his cars at the Museum of Fine Arts, Boston.

Polo Black, the third member of the Polo cologne family (following Polo and Polo Blue), is an homage to today's sophisticated man. It was created for the jet-setting businessman who takes pleasure in rewarding his successes -- but with a red-hot Ferrari rather than a cold pint at the corner pub.

The scent, an aromatic wood fusion, is a mix of exotic ingredients like iced mango, Spanish sage, patchouli noir and tonka bean, giving it a dark edge. "Men have finally arrived," says Jennifer Mullarkey, assistant vice- president, Global Fragrance Development. "They get the idea of dressing and looking good that women have known for years. This cologne speaks to that." Music being a passion for the Polo Black man, the three "notes" of the cologne are described as effervescent rock, liquid jazz and soulful R&B. Housed in a black flask-shaped bottle, this cologne is smoother than extra-rare Hennessy Paradis cognac.

The ad campaign, shot by Bruce Weber, is filled with fast cars, New York skylines, passionate embraces and Ignacio "Nacho" Figueras, a celebrity on the professional polo circuit. Even his team name, Black Watch, seems somehow connected to the cologne.

Taking his cue from Figueras' globe-trotting lifestyle, Lauren is launching Polo Black simultaneously around the world-a first for a company that has created 17 scents since its inception in the late '60s. Lauren is also coinciding the fragrance launch with that of Ralph Lauren Black Label, his high-end menswear line. With the designing king of American chic outfitting men from their pulse points to their preppy ties, being a cosmopolitan gentleman is as easy as hitting 200 kilometres per hour in that Ferrari.

TOP NOTES
Iced mango, Spanish sage, green effervescent accord.
HEART Silver armoise, hedione, lush liquid accord.
BASE NOTES Patchouli noir, sandalwood, tonka bean, timberol.
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Beauty

Ralph Lauren's American aesthetic