Diesel Fuel for Life (a L'Oréal product) was for me the biggest 2007 shock, not in terms of smell, but PR, advertising, and everything that could be a global launch for a jeans brand that had before some mass market fragrances. I remember the entire buzz in Paris (like the events at Sephora), all the mega ads in fashion magazines (Jalouse magazine was sold in a brown envelope with Diesel stamps). I was surprised to see the same energy spent in Romania (not a major player in UE fragrance retail!) at Sephora or TV ads in prime time. I have no idea about the budget but Diesel stroke me more than any Dior in the past years, or Armani. Speaking about PR, Diesel Fuel got even a perfume critic in New York Times and I suppose that it has a wide distribution in USA. Everybody speaks now about a huge commercial success and all the work done is more interesting than the perfume. I have all the admiration for the team that made such a buzz - the product was called famous even before it was launched.
I like this project and all the buzz / designs /ads. A huge work but very well thought and done. I'm not a fan of the perfumes but I like them too. Diesel is more interesting than Armani Emporio Diamonds (Beyoncé) in marketing and juice despite the fact that it's also LOreal and the target is about the same. The previous perfumes were not anything interesting, simply mass market.In terms of fashion Diesel is a great brand that I also love. Renzo Rosso's work and the way he created Diesel designs and concepts is amazing.
(I erased the post and put is again, that's why there are no more old comments here)
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Fragrance is the 8th Art - Octavian Coifan - Le Parfum est le 8ème Art
