by Melissa Drier // From WWD ISSUE 01/23/2008
“L’Oréal asked if they could have something important for the new fragrance. And they got my hand and my name,” Rosso said, laughing. Only the Brave is also the name of his charitable foundation, which is currently developing what he would only call “an incredible new project. We’ll say more in a year’s time. But the name of the fragrance could help build awareness of the group and, more importantly, the foundation.”
When L’Oréal launched its first men’s and women’s Diesel fragrances, Fuel for Life, in 2007, the goal was to be among the top 10. “And we achieved the top five and six positions” reported Ladan Lari, international managing director of Diesel fragrances. “Now we’re aiming for the top five. It’s not easy to have two perfumes in that position,” she said, noting only one other L’Oréal brand, Armani, has pulled it off. “But Only te Brave is a very different universe than Fuel for Life. It’s more artsy, more masculine. And we want them to coexist at retail.”
A new woman’s Diesel perfume is also in the pipeline. “It won’t be Only the Brave, but it will be emblematic of Diesel’s values and passions,” Lari said.